C.E. Jamieson & Company has repackaged and expanded its skincare line to position it against higher-priced mainstream products.
The company is leveraging its 74-year reputation for quality vitamin, mineral, herbal and botanical supplements to show consumers that Jamieson is waging war against aging skin – inside and out.
It has offered a limited number of vitamin E, vitamin A and aloe vera skincare products for 20 years.
With the introduction of its new Anti-aging Skincare line last month, Jamieson has tapped into the booming mainstream aha and antioxidant cosmetic market.
Frank Lucchetta, director of marketing and product development for Jamieson, says the new products have premium quality ingredients ‘without that Estee Lauder price point attached to it.
‘There is no need to pay $70 for an antioxidant moisturizer when you can buy one for $14 or $15.’
The new packaging for the skincare line gives the products a contemporary look that is right at home on drugstore shelves with other cosmetic brands.
The fresh, white plastic bottles feature peach-colored accents and lettering and the trademark Jamieson logo.
Lucchetta says the logo, plus the use of Jamieson vitamin bottles alongside the skincare products in the advertising, is meant to reinforce the trust that consumers have in the Jamieson name.
All eleven new Jamieson entries are moisturizing products and range in price from $6.99 to $14.99.
Antioxidant nutrients include Vitamin E, Beta Carotene, Rosemary and Thyme.
The AHA Complex is a gel-like liquid in single use capsules.
Jamieson did all package design in-house. The company also handles advertising in-house with Toronto-based Mystic Productions working on television production.
A print campaign for the new skincare products is ongoing in consumer and fashion/beauty magazines.
The company’s latest vitamin and herbal advertising highlights an innovative new marketing concept, two complementary supplements boxed together.
Slimdown is the first combination package from Jamieson.
It contains a 30-day supply of Garcinia Cambogia, a hydroxy citric acid which converts carbohydrates to energy. It is packaged with a bottle of GTF Chromium, an insulin regulator that prevents sugar cravings.
Lucchetta says the company has other formulations unrelated to diet that require combination use and it will be bringing those out in the future.’
C.E. Jamieson is headquartered in Toronto and has its manufacturing facility in Windsor, Ont.
