Glory for Girls, a start-up skincare line launched in October 2008, is 100% natural and biodegradable, and is distributed in recyclable packaging. Glory contains none of the toxins, chemicals, or artificial coloring and fragrances commonly found in many of today’s personal care items.
The line boasts an array of personal care items targeted to girls between the ages of 5 and 14. Glory currently retails throughout the Pacific Northwest and nationwide, and through their Web site Gloryforgirls.com.
Founder and CEO Brittany Clotfelter, a mother of three, two of which are daughters, learned that young girls often emulate their mother’s or older sister’s makeup practices. Clotfelter said she started Glory looking to give young girls the right tools for a healthy regime of beauty and wellness, with their own “grown-up” products to use. The packaging emulates simple and attractive designs found on many boutique skincare lines.
The strength of the company, which is based in San Diego, is being able to successfully market a natural product for everyday use to teens and tweens, as per Clotfelter. The green trend is something many adults follow when choosing skincare, and Glory seeks to fill that middle ground with an offering for the youth set.
According to vp of marketing Amy Boyle, marketing efforts are geared towards moms and daughters, and stressing the importance of Glory being marketed as a real product, and not a toy. The company puts about 20% of its budget into marketing, focused on direct marketing, public relations and e-commerce. Since it is a start-up, Clotfelter and Boyle strategize the public relations efforts to build brand awareness and educate the consumer about a healthy lifestyle.
Ant example of their PR campaign is an upcoming ambassador program with lifestyle clothing brand lululemon, where Glory will be co-hosting in-store events at lululemon locations, starting March 21 at the University Village store in Seattle, Wash. The events will touch on all components of a healthy lifestyle, and utilize cross-promotional techniques on the part of both brands.
