Dear Ideal Image,
Congratulations on your market penetration. In every major city I live in or visit I hear a peppy female radio personality touting your hair removal services. You have lasered your brand onto the American consumers' collective conscience, pun completely intended.
I have some questions for you, though, the first around your research. You say women spend an hour a week shaving. Who did you talk to?
I ask because I don't spend an hour a YEAR shaving. Your target must not be moms or anyone with more important things to do than wash their hair. Perhaps you conducted research with women in the adult entertainment business? If so, you loaded the guns and should petition Harvard to be a case study. The men in the class would NEVER crack it because they might believe all women shave an hour each week, especially if they're not married.
My next question pertains to your positioning research. If the benefit of laser hair removal is truly an extra 52 hours in a year did your target tell you it would be wise to position this extra time as 60 more minutes for shopping? Kelly, the DJ on 107.9, claims your customers should use the gift of time bestowed by your lasers at the mall.
This blows my mind. If someone stole an hour a week from me of quiet shower time, I would hide it like a damn treasure chest and tack on an unnecessary 15 minutes to every shower.
Yeah, I know the math doesn't add up, but let's not get all judgmental about how many times I shower a week, ok?
Your research, and marketing team, missed the obvious.
You offer a way to never shave EVER AGAIN. Smooth legs until the end of time with no effort from the legs' owner is enough. Stop right there. Don't get all weird with time saved.
As many marketers do, you forgot to keep it simple. Raspy-voiced DJs and claims of an extra 52 hours a year and your farfetched claim leave me wondering about the quality of your laser hair removal. If your techs are anything like your marketing team, your clients should be very worried.
Lucky for you I am available for a marketing consult. I await your call.