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Article: Virgin Vie rebranded as stores fail to capture OVirginO values; Steven Scott discusses the vision behind Virgin Vie and why the original proposition didnOt gel with consumers.
- Article from:
- Brand Strategy
- Article date:
- July 23, 1999
CopyrightCOPYRIGHT 1999 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The vision for Virgin Vie was originally conceived without any links to the Virgin brand. The aim was to turn the traditional cosmetics and toiletries market on its head: to provide affordable products with the performance quality of premium brands. There was seen to be a real opportunity for the right product offer to bridge the gap between the mass and premium markets.
The people behind this vision were Liz and Mark Warom. This husband and wife team have a long track record in the cosmetic and toiletries market and were responsible for boosting the Body Shop Colourings range sales by over 600% in four years.
When Liz and Mark Warren started to develop ...