franchise opportunities
Products Custom blended product line includes: bath fizzies, ten different types of lotions depending on the skin type of the customer, shower gel, body wash, hair conditioner, liquid powder, alcohol free body mist, bubble bath, bubbling bath salts, massage oils, massage lotions, exfoliating scrubs, custom colored cosmetics, and cologne. All of the products at Bath Junkie are extremely gentle and safe for even the most sensitive skin. A complete line of high quality bath and spa accessories compliment the custom blended line. This line includes: natural loofahs, sponges, kids tub toys, body scrubbers, foot scrubbers, natural vegetable based oil soaps, novelty soaps, lip balms, and facial masks. Marketing While the Bath Junkie target market is women, ages 20-55, with middle to upper income levels the Bath Junkie concept appeals to people of almost every demographic imaginable. Simple and minimalist with a splash of whimsy is the only way to describe the Bath Junkie marketing strategy. Stores are simple, having the clean feel of production facilities. The walls, however, are adorned with bright pastel colors. Product packaging is simple, yet the bright colors created in the products themselves are showcased through clear or semi-clear containers. Radio and television advertising for Bath Junkie plays off of the Bath Junkie name, and implies that consumers are "hooked" or addicted to our bath products. Its one addiction that is healthy and safe and fun. Marketing slogans include: "Come in...Clean Up Your Act!" and "Good. Clean. Fun." Direct and Indirect Competition With 75 stores in operation and/or slated to be open by mid-year 2005, Bath Junkie is the largest franchise of its kind in the world. We believe Bath Junkie is uniquely positioned in the market because there is no direct competition. There are few outlets in this part of the country that offer custom blending of bath and body products. Most that we have encountered do so on a much smaller scale, offering a limited custom product line, or less than 100 fragrances. Market Strategy Bath Junkie stores offer in the neighborhood of 200 fragrances, and an extensive product line. A strong emphasis on customer service, a seemingly lost art in the 21st century, is what will truly set Bath Junkie apart from the crowd. Small indulgences and self-pampering are what we sell at Bath Junkie. According to marketing guru Faith Popcorn, author of CLICKING—17 Trends That Drive Your Business and Your Life, Americans are increasingly turning to small indulgences like the ones offered by Bath Junkie to relieve the stress of their hectic lives. "To reduce our stress and lower our anxiety levels, we're turning to mini luxuries and minor indulgences. They don't solve anything, but they make us feel pampered and a little bit rich for a brief but refreshing moment." Faith goes on to mention high-quality bath and body products specifically as one of the products that are included in this trend. "The instant gratification offered by bath and body products is high on any Small Indulgences list......How heavenly to retreat to the tub for a long, luscious soak in fragrant, soothing water! Aaahhhh." pg 94, CLICKING, 17 Trends
That Drive Your Business and Your Life © 1997 Faith Popcorn
and Lys Marigold |
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