JR221 Group Presentation #2 – Charlie Brighteyes
ABCC Corporation of Indianapolis

Ben
Andrea
Catherine
Chrissy

Around the eye care community, a buzz has been going around about a huge new breakthrough in aesthetic ophthalmology. This innovative product, which has recently been developed by Charlie Brighteyes, will represent complete upheaval in the colored-contact world. Since this product is new, and word on the street about it is nothing more than a rumor, we need to get the true brand message out to society and our consumers. First and foremost, we want to stress the ease of eye color change and the aesthetic quality it can bring to the user’s life. Secondly, we want to convey the safety of the product. Many new medical products are sometimes seen as “snake oil” and untrustworthy. However, the FDA has approved our product, and we want customers to be aware of this information. Also, there is such a wide range of brilliant color choices available, that we want to display them as well as possible.
We can’t market to everyone, unfortunately, and we have narrowed our target audience down to a fairly specific target audience for our first step in marketing the product. Specifically, we’re focusing on young, fashionable females (teenage years through twenties). These young women see themselves as average, yet with a touch of elegance. As a side note, males who also like to look good are our secondary audience, whom we can perhaps focus on at a later date.
We want to heavily stress the difference between our product and colored contacts (our main competitor). Our product can quickly and easily change the color of the user’s eyes. No other product can do this. Charlie Brighteyes’ creation is fast, easy, image defining and temporary.
We expect to run into cynics, naturally, but stand firm behind our eyedroplets. The two concerns we expect to hear the most include safety and effectiveness. We hope to clear these worries with our FDA approval, and as far as effectiveness, one can literally see the results.
After much deliberation, we have decided to name our product FreshVue. The goal is to convey the new start users can bring to their lives. It embodies the exciting change to the mundane while expressing a feeling of medical safety.
Most everyone has wanted a change once in his or her lives. Yet many are reluctant to take the initiative. Huge changes in habit or personal image can be traumatizing, especially if the results are not quite what you expected. FreshVue can help change a little something in a mediocre or once-exciting-now-turned-routine lifestyle into something a little different in one quick, easy step. It is an aesthetic changing modification but yet not permanent and not expensive, such as cutting one’s hair or buying a new wardrobe might be. It adds a little excitement to the ordinary. It has all of the benefits of colored contacts, yet there’s no high price, it’s easy to apply, and the color stays where it should (as opposed to the sometimes-drifting contacts).
Because we don’t want to section off the colored contacts users only, we will not target current customers of eye color modification products. Sometimes those who do not use glasses or contacts feel left out of the colored-eyewear world. They should know that they too could experience the enjoyment of iris color modification. Also, the target is to go for a younger audience, and many who use eye care products on a regular basis are older, since eyes go bad as time goes by. Perhaps through our targeting efforts towards our market area (teenage girls) we will also send the message to contact users as a byproduct. If the message were sent only to contact wearers then a large portion of our audience would be missed.
These people we have just described are also the highest demographic group for magazines such as Glamour, Allure, Cosmopolitan, and Seventeen. We will focus heavily on publications in this genre, as well as television commercials aired during nightly programs aimed at their demographics. For our print and multimedia ads, we have developed a distinctive “brand,” complete with the integration of coordinated photos, FreshVue eye icon, and a font created exclusively for the product. After our brand has been established, we hope to also integrate a direct mailing program especially focused towards contact users. The thought behind this is the hope that those who use colored contacts, or have ever considered doing so, will try FreshVue. Also, lists of contact users are readily available from contact manufacturers, and perhaps even eyewear retail outlets.
FreshVue should not compete with cosmetics - FreshVue is an element of a complete eye care regimen. Therefore, FreshVue should be placed in the eye care section. We feel this makes the most sense, since colored contacts are our strongest (and some would say, only) competitor. Additionally, placing it in the health section rather than the cosmetic section will enhance our message of safety. Many cosmetics can be seen as garish and excessive. The FreshVue brand promotes the image (and lifestyle) of healthful full body maintenance. Also, many men do not ever enter the cosmetic aisle. Placing it there would section off our second largest target audience from ever seeing, much less trying, our product.
Have you, one day, ever decided to drastically change your lifestyle and then been disappointed with the results? For example, trying a trendy haircut and ending up looking like you were run over by a lawn mower. These traumatic events can be devastating and costly. Yet the need for change still remains. FreshVue can help. A 2 ounce Regular bottle of FreshVue costs only $19.99. We also plan to package the product in Multi-Packs, which include three 0.5 ounce bottles for $16.99. Customers can choose from a Multi-Pack of Turquoise-Cocoa-Ruby or Aquamarine-Gold-Violet. Also to be sold are Trial bottles, which are 0.5 ounces for $7.99. Anyone can change their appearance quickly and inexpensively. If the color chosen doesn’t match one’s outfit or haircolor, the longest one would have to wait to sample a different variety is 24 hours.
Instead of integrating ourselves into current eye care products; we want to create a new subcategory. Specifically, for those who wish to change the color of their eyes but do not wear contacts. Or, for those who use contacts but do not wish to pay large sums of money to change their eye color. The effect of colored contacts is similar, but the method of application is drastically different.
As we have mentioned before, there are many important features of the FreshVue product line. First of all, FDA approved safety. It is hoped this will bring peace of mind to the customers. Secondly, the hassle and high maintenance needs often associated with colored contacts disappear when using FreshVue. All you have to do is place a droplet in each eye – it’s that simple. At $19.99 for a 20-ounce bottle, FreshVue provides a brilliance of color for low cost that colored contacts could never hope to provide. The rainbow of colors offers wide selection. Ease of use gives ease of lifestyle change, and the cost is quite low.
FreshVue helps to invigorate a tired lifestyle. It is a healthy way to subtly change one’s appearance and increase self-esteem. After use one might feel refreshed, alive, attractive, confident … exotic. After all how often do you see someone with Ruby colored eyes? We liken the FreshVue experience to being Sarah Jessica Parker or Lucy Lu for 24 hours. Fun, refreshing and new, yet elegant and stylish.
Many young adults of today place high priority on personal appearance. They may not have large expendable budgets, but what little they have many are willing to spend. Many place high priority on personal appearance and are open to change. These eighteen to 24 year olds oftentimes are looking to re-define themselves, find their identities and refine their look. Or, at the younger end of our spectrum, some are looking to do so for the first time. Our largest category will be females, but males also make up an important target audience. FreshVue offers an easy, inexpensive, fun approach to drastically improve your aesthetic appeal in a no-nonsense, temporary way. FreshVue is, in essence, aesthetically pleasing eye care. Fresh Color, Refreshed look, FreshVue.