"Drop-Dead Gorgeous Guts" I can’t say that I have ever thought of a fiber laxative as a beauty product or that it even garnered a thought of sex appeal. However, this is the way that Metamucil is repositioning itself to capture the attention of divas both young and old. The train of thought is that cosmetics beautify our outside while a fiber laxative can beautify our insides.
While the fiber market’s target age range is those 65 and older, Metamucil is taking a leap and targeting women in their mid-30’s who are health and wellness conscious. They’ve changed the packaging to pink and ramped up their ads with younger looking attractive models to promote the product as a “colon cosmetic” and a fashionable way to “beautify your insides.”
Maybe their repositioning is not that far off with “beauty foods” and “beauty pills” hitting the market. I can’t say their new ad campaign would compel me to go out and buy some Metamucil as part of my beauty regiment, but I guess only time will tell if the campaign is working if we suddenly start seeing more 30 and 40 year olds in line at the supermarket check out with some Metamucil next to their shower gel and lipstick.
What are your thoughts on Metamucil targeting beauty addicts?
Comments (1)
A bit strange for them to do that, but probably smart of them, too, considering the Master Cleanse craze!
Posted by Kristen | March 24, 2007 12:28 PM
Posted on March 24, 2007 12:28