We helped build the world’s best-selling single SKU cosmetic – StriVectin. But here’s what you don’t know.
The original StriVectin was formulated as a stretch mark cream (thus the ‘stri’ in the name, from the Latin striae for stretch marks). We ran ads in our own pregnancy magazine (ePregnancy) and the product was marginally successful. Maybe it was the $135 price, the entrenched competition, who knows?
How to turn this around?
We began with the idea that if the product worked for deep, stubborn stretch marks (and it did), it should do wonders on facial wrinkles. But did it? Could we “prove” it?
As dumb luck would have it, a press release from a Paris dermatology conference mentioned that the key StriVectin ingredient was found to thicken skin and ameliorate wrinkles at an unprecedented level.
We put two and two together. Added the ‘Better Than Botox headline’ and the rest is the stuff of cosmetic industry legend.
