Handle With Care
2. LIP BALM
Why It Works
For such a small item, it can deliver a lot of information to a large audience. Katie Beitz, director of marketing for Cedar Rapids, Iowa-based Raining Rose Inc., noted that many companies use lip balm for employee health and wellness or safety programs. "Putting reminders on a lip balm label will get the information out in front of employees more frequently than a sign in the break room," she said.
A Promotion Idea
"We had a real estate agent who was trying to get her name out in front of potential clients that were in a higher purchasing bracket," Beitz explained. "She put all her traditional business card information on a lip balm label and donated the lip balm to a few country clubs in her area," she continued. "Since the lip balm had UVA and UVB sunscreen protection, the country club handed it out at the golf clubhouse and the pools. It was an easy way for the agent to get her name in front of her target audience."
What to Watch
Again, keep an eye on FDA regulations. "The FDA recently passed a new sunscreen monograph that has changed the guidelines on how to properly label products that protect you from the sun, including lip balm," said Beitz. "The new monograph went into effect December of last year and a lot of suppliers have lip balms that are not compliant. We encourage distributors to ask their suppliers about the monograph and what changes the suppliers have made in order to be compliant with [it]."
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