Hawaiian Tropic has been using the famous “bikini pageants” for thirty years to market their products and attract customers. The Hawaiian Tropic bikini pageants was introduced in 1969 but it has just announced that it will be retiring this contest, which since 2008 has been held in Australia. The company has been focusing on replacing this contest with a new search to attract their target market, which is women ages 18-34. This new contest will be held through their face book page. In this contest, contestants will be asked to fill out a character profile, in an aim to find the “woman who best embodies everything Hawaiian Tropic now stands for — beauty, confidence, style, enjoying the sun and keeping skin healthy.” The face book users will choose the winner who will win a vacation to Hawaii and be the spokeswoman in an advertising campaign.
“Bikini contests as a tactic just don’t resonate with our consumer and don’t fit with who the brand is now,” said Danielle Duncan, the brand manager for Hawaiian Tropic. The brand is trying to establish themselves as more than the bikini contest and focus on the qualities that their customers are looking for in a product. They have also started working more on the product to find benefits that will help with skin care like antioxidants and anti-aging ingredients especially their products that deal with sun care.
http://www.nytimes.com/2013/04/23/business/media/that-hawaiian-tropic-scent-no-bikini-required.html
No comments:
Post a Comment