Entering as a newbie in a unique niche can be advantageous. But not when you are competing with established brand names like Aveeno, Gold Bond, CeraVe owned by giants like Johnson & Johnsons, L’Oreal and Sanofi. One sure way to get the attention of a national retailer is to look different. Skinfix unique, prestige-looking packaging and smart strategic positioning played a significant role in the brand’s successful foray into the market. By the end of their first year, Target was in their pipeline. And not to pat ourselves on the back, but the strategic brand expression across all platforms—verbal, visual and packaging—was cited by retailers over and over again as the reason. Great branding is worth the investment.