Modern man is a delicate creature. A too-bright sun, an office full of too-dry air, or even a tiny fleck of errant cream cheese on a tie can ruin a morning to the point no amount of lattes or New York Times op-eds can fix. Fret not over the waning might of man however, because from the perspective of a promotional marketer, increased delicacy equates closely with increased dollars.
From lip balm and hand sanitizers to pill containers, travel sewing kits and airplane-friendly shampoo bottles, there is an incredible range of products out there just waiting for a company’s logo and a chance to show end-users that someone, be it the local breast cancer walk or the marketing department of TD Bank, cares about their personal well-being. This care doesn’t have to be limited to the golf course or trade show floor either. There are plenty of situations, clients and marketing campaigns where you might not expect it, but personal care items would be a great choice. Below, we provide a few examples of this versatility from some of the more popular personal care items.
LIP BALM
There is more to promotional lip balm than portability and the promise of multiple daily impressions. The product’s connection to both weather protection and taste provides a wide range of marketing potential. “Lip balm is very versatile,” said Katie Kaalberg, director of marketing for Raining Rose Inc., Cedar Rapids, Iowa. “We see it used a lot in dentist patient-care bags, hospitals and for outdoor events like races, runs and walks. One of my favorite uses is when a beverage company will do a custom lip balm flavor to match a new drink or new flavor they are promoting.”
A Practical Tip: As with any product that offers chemical benefits, be sure it has undergone the proper testing and certifications. “It is so important to make sure that the facility making your lip balm is audited by the FDA,” said Kaalberg. Similarly, with organic products, always check for USDA certifications as well.
HAND SANITIZER
Like lip balm, hand sanitizer is another personal care product that might have more applications than you realize. “Any event where large groups of people will be attending is a perfect chance to add on a sanitizer,” said Megan Ludlow, marketing manager for SnugZ USA, Salt Lake City. “Cold and flu season definitely helps to promote sales, but so do the summer travel months, which are often forgotten about as people usually try to push sunscreen at these times.”
Also like lip balm, hand sanitizers are another item that will likely grab multiple impressions daily due to frequency of use. “Since sanitizer is used multiple times during the day, it is a great promotional product because your logo is seen with every use,” said Ludlow.
A Practical Tip: “I think the most common thing people forget is that alcohol-based hand sanitizer can’t go air freight without a costly hazardous materials fee, so make sure when ordering to allow plenty of time for the order to go ground or choose a non-alcohol based sanitizer,” said Ludlow.
BREATH CARE ITEMS
Items like breath mints and sprays can provide a somewhat unusual opportunity: selling end-buyers on providing confidence. Unlike lip balm, hand sanitizer or any number of other preventive products, breath care items aren’t about keeping you healthy, they’re instead focused on improving how you’re perceived. This angle can create marketing opportunities that are not only interesting, but broad in range. “What’s great about breath care [items] is [they’re] so versatile,” said Courtney Jordan, marketing for Leashables by OraLabs, Parker, Colo. “We’ve had accounts use it for everything from banks to adult bookstores.”
A Practical Tip: A product where a very little bit can go a long way, breath care items can last end-users a long time. “The cost per impression is very low with breath care products, and their effects (fresh breath) are long lasting,” said Jordan.
