A Name and a Face can Make the Brand
As a laboratory healthcare worker during this pandemic, wearing a mask for 8+ hours a day has not exactly been kind to my skin. In order to turn this issue around, I began the quest through a plethora of skin care treatment research to find a solution.
However it became a rabbit hole delving into the the amount of available brand name, generic, homeopathic ointments, creams, lotions, gels, and serums…all promising clearer skin.
This is a time where I looked at reviews, ingredients, and of course, price. I knew what I wanted in terms of basic components, but I also wanted something that other people had tried and trusted. There was a product combination that I selected (and am waiting on delivery at this time of writing) based on a number of factors; and in hindsight my choice came down to how it was marketed.
Godin states that “fame breeds trust, at least in our culture.” At first, this may seem like a cavalier, groupthink statement on celebrity worship…however, when said celebrity is known as “Dr. Pimple Popper” and has her own show as a board-certified dermatologist, my inclination is to trust her brand. She has built her tribe of fans and followers, demonstrated her knowledge, and established trust with potential consumers with her acne fighting products. The Kerin text would define a brand name as “any word, device (design, sound, shape, or color), or combination of these used to distinguish a seller’s products or services.” In Dr. Sandra Lee’s case, she has launched her own videos, TV series on TLC, and SLMD skincare line, adding several brand name products under her belt. I went with her skincare line because, although more expensive than buying generic individual ingredients (like benzoyl peroxide, salicylic acid, retinol, cleanser), the components were incorporated into one easy kit, and was tested and overall approved and marketed by someone who has turned her career and expertise into a household name (if you are like my family and enjoy zit-popping medical shows).
I am anticipating the arrival of my Sandra Lee MD kit, and, although I paid more than for other options, I was convinced of it’s value and was willing to spend.
