HEALTH

GNC marks mass retail for nationwide distribution of its ‘Marked’ portfolio

BY Michael Johnsen

PITTSBURGH — GNC is ramping up its reach beyond its 6,100 retail outlets, Joe Fortunato, the company’s chairman, president and CEO, told analysts last week. The company’s relationship with Sam’s Club, which incorporated a branded shelf in July, is expanding; new products are being introduced to PetSmart, suggesting potential growth in pet supplements; and GNC’s Marked line, co-developed with action movie star Mark Wahlberg, has been launched through Rite Aid and Walgreens. 

And GNC plans to fold that Marked portfolio of products into all of mass retail, Fortunato said. "Our goal is to take that product line as broadly as we can," he said. "There is no limitation on where we want to take that product line — we’ve seen excitement from the drug channels so far [but] we’re also willing to go into the club business separately," he said. And it doesn’t stop with drug or club, Fortunato also noted that GNC was presently in discussions with a pair of mass retailers on picking up the Marked line, plans to round out distribution through drug and also fold the Marked line into grocery. "We’re trying to get as broad expansion on that line as possible."

And GNC is boosting awareness around its brand overall. GNC last month announced the launch of its new brand campaign, "Respect Yourself," and on Tuesday incorporated New York’s Martha Graham Dance Company into its marketing mix

To help drive that awareness campaign through new media outlets, GNC is presently in search of a new head of e-commerce, Fortunato said. "For the time being we have promoted somebody internally to the head of marketing [Jennifer Brinker was named SVP marketing]. And I’m going to stay deeply involved in marketing, as you know I was very involved in the Live Well campaign in 2010," he told analysts. 


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The Martha Graham Dance Company joins GNC on specialty retailer’s ‘Respect Yourself’ media campaign

BY Michael Johnsen

NEW YORK — The Martha Graham Dance Company on Tuesday announced that two of its veteran principal dancers, Tadej Brdnik and Katherine Crockett, will be featured on billboards as part of GNC’s  new brand campaign, "Respect Yourself." Conceived and photographed by Peter Arnell for GNC, the "Respect Yourself" campaign celebrates individuals who live well by leading healthy lifestyles.  

"At GNC, we view dancers as elite ‘athletes’ who can inspire our consumers to live the best lives they can lead in terms of health and fitness," stated Joe Fortunato, chairman and CEO of GNC. "Our consumer is very lifestyle-focused, and this component of our ‘Respect Yourself’ campaign is a concrete demonstration and integral component of GNC’s mission in helping consumers live their best lives. Working with the Martha Graham Dance Company has enabled us to celebrate and support the arts as well as the physical achievements made by the dancers through their own commitments to fitness and health."

"Between GNC’s celebration of health and wellness and the Graham Company’s commitment to the extraordinary art and physical discipline we know as dance, it was a great time to celebrate individuals of such stature in the dance world," Arnell said.

The Martha Graham Dance Company worked directly with Arnell and his team of highly acclaimed artists and technical producers to shoot and film the campaign in late 2012. Six Graham Company dancers are featured in the multimedia campaign, which includes network and cable broadcast, outdoor spectaculars, national print and digital.  

A short dance film directed by Arnell will also be unveiled as part of the "Respect Yourself" campaign during the Martha Graham Dance Company’s New York Season, February 20 – March 3, 2013. The short film captures the current dancers practicing, juxtaposed with the insight into the dance company as seen through the eyes of Martha Graham.  


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Carma Laboratories introduces new packaging across entire Carmex line

BY Michael Johnsen

MILWAUKEE — Carma Laboratories on Tuesday announced fresh packaging across its Carmex lip balm line designed to attract attention with a vibrant yellow and red label. 

“Extensive research went into this new look," stated Paul Woelbing, Carma Labs president. "With the expansion of our product line over the years, the new packaging helps customers easily identify our products and the specific skin care solution that they are seeking."

The new packaging displays updated label information sharing that Carmex products containing Sun Protection Factor  have been reformulated to use Broad Spectrum SPF. According to the Skin Cancer Foundation broad-spectrum sunscreen is recommended to offer protection against both UVA and UVB rays.

The packaging refresh also includes Carmex skin care products, including Hydrating Lotion, Healing Cream and Healing Ointment. The new packaging was initially reflected with the launch of the two newest Carmex lip balm products: Pomegranate-flavored Ultra Smooth Lip Balm and Lip Conditioner.


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