The Challenge: Turn Skeptical Shoppers Into Raving Fans
Introducing products always comes with challenges. But introducing a self-tanner for men presents a unique set of challenges that Bro Glo had to overcome for successful market penetration.
Stemming from traditional beauty narratives that have overlooked men as potential customers, men are often less familiar with the application and benefits of self-tanners. Bro Glo knew that this lack of familiarity could result in misapplication of the product, not achieving the desired effect, and consequently, dissatisfaction of customers.
Adding the significant hurdle of consumer skepticism which permeates the entire beauty industry, Bro Glo found themselves in an industry full of discrepancies between marketed benefits of a product and the results that customers see after use.
Consumers have often been promised transformative results, only to be left with underwhelming outcomes. This led to a level of distrust that made it more difficult to convince potential customers, especially men new to self-tanning, to try a product without seeing tangible proof of its effectiveness.
These challenges combined underscore the need for Bro Glo to adopt an educational and transparent approach to its marketing strategy.
The Solution: Educational and Transparent Marketing
To overcome the difficulty of persuading potential customers of the product’s authenticity, Bro Glo utilized the power of Social Proof Marketing.
Instead of taking the usual path of hiring actors or influencers to advocate their product, Bro Glo took a different route. They chose to let their happy customers be their brand ambassadors.
Through the use of photo and video reviews across their marketing channels, Bro Glo crafts an aura of authenticity and trust around their brand. It's the customers of Bro Glo who educate newcomers on the application of the self-tanner, and it’s the customers of Bro Glo who persuades prospective customers to make a purchase, using their photo reviews as convincing testimonials.
This strategy has yielded over 50,000 delighted customers, that feel like they have a real connection with the brand beyond just buying the product. From repeat purchases, and expressing their love for the products via email to referring friends and family – Bro Glo built an ever-growing community for their brand.