Aveno Marketing Strategy

As consumers we know what we like and why we buy certain things. We may buy something cause of the price alone, or the color or the fact that we just prefer that brand. Brand loyalty is everywhere in our economy from single consumers to business who buy in bulk. We buy shoes, cars, clothes, electronics, and food and at least half of what we purchase based on brand loyalty. I myself have loyalty towards certain brand products that I use throughout the day. The brand that I have chosen to discuss further is AVEENO. AVEENO is the leader in natural ingredient products such as makeup and also other skincare products. I have been using Aveeno brand products for about 5 years now since I tried some of my mothers, and will continue to use their products.
Back when the company began in 1945 they introduced the Soothing Bath Treatment. This natural bath additive contained 100% colloidal oatmeal, known for its ability to hold in moisture and relieve dry, irritated skin developed by the Musher Brothers with the Mayo Clinic, which later became the brands first customer of the bath additive. This began the introduction of the AVEENO brand into the consumer market. Besides the oatmeal bath additive AVEENO began to introduce other products to their consumers such as daily lotion, skin conditioners, makeup, and even into products for men. Because of the AVEENO brand's unique use of natural ingredients, therapeutic heritage and long-standing relationship with the professional community, Johnson & Johnson acquired the brand in 1999. In 2002 AVEENO launched a line of baby products to help gently cleanse, moisturize and protect a baby's skin. This was the first of many extensions for the brand. In 2002 AVEENO used the naturally active benefits of soy into a new line of facial care products becoming the first soy-based line available to the mass public to help even skin tone and bring out the skins natural radiance. Samples within magazines help to lure in potential customers, as well as sponsoring the 2004 Winterfest. The company also hired 3-D artist Julian Beever to create a three dimensional pavement painting as part of the skincare brand's support for the social marketing campaign - Keep America Beautiful. The underlying selling point that is and always has been AVEENO is the use of natural ingredients that are clinically proven and dermatologist recommended to deliver real skin care benefits leaving you with beautiful, healthier looking