Cane + Austin

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WHAT:

Leveraging 25 years of in-office results, Dr. Craig Austin, clinical dermatologist, dermatopathologist, and professor of dermatology set out to formulate a simple-to-use, at home glycolic treatment pad blended with pure, natural, active and safe pharmaceutical grade ingredients. Easy and effective, the daily pads deliver better results than expensive, in-office glycolic peels and similar cosmetic procedures.


WHY:

After initial attempts to promote his product line, Dr. Austin faced challenges in marketing and gaining distribution. After meeting with Scott Gurfein and his team at Brand Growth Management, Dr. Austin found his solution.


HOW:

Re-named, re-branded the product line, and developed positioning strategies to launch the brand, cut through marketplace and competitive clutter, and secure distribution. Established Dr. Austin’s credibility and authority while creating a halo effect for the brand. Re-created all packaging, marketing, training, and POS materials. Developed cost-effective strategy to establish and promote the brand. Built phase one distribution in order to establish and grow the brand. Resourced the company with expertise in all areas from strategy and marketing, to distribution and back office management.


RESULTS:

Created the Cane + Austin brand and plans to launch and grow it in multiple channels of distribution. Provided execution of the initial plans for all key business areas including marketing, sales and distribution, back office, and more. Successfully established distribution with retailers like Blue Mercury, SpaceNK, and more.