The O’Keeffe’s brand originated over 25 years ago when a pharmacist developed a hand cream for her rancher father after being unable to find anything that worked on his cracked and split hands. Today, the O’Keefe’s brand has expanded beyond hand cream into hand soap, foot and body lotions, and lip care.
The O’Keeffe’s brand is rooted in solving challenging skin issues. Rigorous clinical testing and in-depth consumer research help ensure O’Keeffe’s products deliver to customer expectations, which is why the brand can confidently offer a 100% satisfaction guarantee.
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O’Keeffe’s track record of meeting the needs of its customers allowed them to broaden their product portfolio. Eric Renner, national account manager – drug, for The Gorilla Glue Co., owner of the O’Keeffe’s brand, said, “Brand recognition has contributed to the success of this brand in the other skin care segments, but I also believe that the products being unscented – no frills, but very effective – is why many of our customers are repeat buyers. We want our products to be the last skincare products consumers will ever need.”
O’Keeffe’s uses social media primarily to educate consumers on the efficacy of their products and the importance of skin care. They support their retailer partners with television advertisements and in-store displays, particularly during peak season for O’Keeffe’s sales, October through March.
The brand uses technology to anticipate consumer need during those peak months, tracking storms to determine where their retailer partners might see a spike in sales and ensuring those stores have enough inventory to meet demand.
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