Leading B2B professional massage therapy products company seeking to launch line of professional spa muds, scrubs and finishing products.

Leader in the B2B professional massage lubricants sector with the #1 selling massage lubricant - Dual Purpose Creme a proprietary formula that introduced a new category to the massage lubricants market. No new product releases in 8 years. Surveys indicate high product and brand awareness and favorable perception of the company among massage therapists No experience in the spa and day spa market. No brand awareness by estheticians. However, many massage therapists work with estheticians in the same environments Company facing pressure from product lines claiming to have “all natural” ingredients. Industry products are unregulated by FDA Initial products in launch line are similar to existing products Market has several well established companies Product lines are very similar across companies Spa/day spa industry maintains explosive growth and offers high growth potential for quality, innovative products

Initiated education campaign to counter “all natural” product lines. Same preservatives exist in “all natural” lines, however, companies are not required to disclose their preserving additives Developed marketing strategy to target massage therapists in spas and day spas who used BIOTONE products for new spa products line. Provided therapists with pre-launch spa product samples and feedback surveys. Therapists then transferred samples and surveys to estheticians in the spa. Initiated pre-launch campaign in massage therapy publications Conducted pre-launch focus groups with estheticians Developed protocol for spa body treatments workshops Initiated research and development of Signature and Customizing Complexes allowing spas to use the base product line to personalize spa and massage treatments that target the specific needs of each client and provide creativity for menu expansion Initiated development of Personal Care Line to complement the Signature and Customizing Complex menu in support of the back bar Managed expectations and projections for slow growth of spa product sales considering formidable competition in market

Risky “massage therapist” target resulted in 28% survey response from estheticians with valuable product feedback information Sales of Signature and Customizing Complexes outpaced sales of base product line supporting strategy that market was seeking customization and flexibility in product offerings Selected as finalist in Professional’s Choice Award by readers of American Spa Magazine Met sales projections in first year