A glorified soap
In decades past, facial scrubs existed for women. Campaigns were designed around targeting this product to a very specific population — much like Kenner’s Easy Bake Oven was directed specifically towards girls, not all children. But, now it doesn’t matter, male or female there’s a facial scrub for you.
Each tube sports a special promise to cleanse, control, tone, moisturize, heal, smooth, hydrate, illuminate, exfoliate, refresh, refine, and revive your skin.
There’s a variety of attractive smells and flavors, like apricot, cucumber, honey, aloe vera, peach, avocado, mango, orange, mint, pumpkin pie, vanilla, or coconut.
The packaging totes a “post-consumer recycled product” label. The design is perfect for your bathroom counter — it won’t be tucked away in a cabinet. Your favorite celebrity does the commercial for one. The ads in magazines have a scratch-n-sniff feature. When you buy a bottle, you get a free stack of applicators. You’ll even notice a few billboards about it.
All this for, basically, a glorified soap.
What’s the point? The point is that it really does matter what story you tell consumers.
Why? Because they listen. They absorb it. And then they retell it.
Your product is too important to not have its story told and told well.