new worried well

The GlO bracelet will also be sold additionally as a gift set, this will be introduced around seasonal period to reinforce the idea of people buying the GLO bracelet as a personal gift. The GLO bracelet will be sold alongside original dove products for example,  – shower products, body lotions and deodorant products. The retailed price for the GLO gift sets would be £45 as the original price for the bracelet is £30. Both gift sets will be available for  women and men and have products best suiting the genre of the consumer.  If the GLO bracelet succeeds well as a gift set, then it will later be promoted and available for consumers all year round. The GLO gift set will be available in high street retailers such as Boots and Superdrug.

The worried well

The “worried well,” it would appear, are everywhere: An estimated one in four physician appointments is taken by a healthy person. – Jane Collingwood

The worried well is name given to a group of individuals who are obsessed with either their weight, exercise regime or obsessed with the way they look. People regularly are seen overdoing it at the gym. You can see them almost sweating their health away. After about three to four hours five days a week there is nothing left of them. These group of people are constantly getting colds and they are always ill furthermore they have never got any energy and are constantly lethargic. When research was carried out it became apparent that certain individuals got to the point where they are not enjoying exercise but they feel obligated to do it, or if the feel anxious, or guilty if they miss even one work-out then it is beginning to affect their life. This category of people can be prone to medical problems such as stress fractures, strains and sprains , Low body fat - this may sound good but, for women, it can cause some serious problems. Exercising too much can cause a woman's period to stop which can cause bone loss, Dehydration, Osteoporosis, Arthritis, Reproductive problems and also Heart problems.

(Diane Whiteoak – Huntercombe Hospital)

http://news.bbc.co.uk/1/hi/6543867.stm Wednesday, 11 April 2007

Why we didn’t target the “worried well” to niche?

GLO as a brand chose not to target consumers in the group “the worried well” as we thought this group was to niche, Unilever wanted to expand a product which would be available to the masses and larger consumer groups. Also by addressing this product to the worried self would mean the GLO bracelet being seen as a diet solution and another exercise app. This is not the direction we wanted to take GLO we wanted to channel it in the direction of a ‘wellbeing’ product something that would fit subtly into your daily routine.