14/01/2020
Isn't this great. Considering your broader market for your product applications. And I just love the CWA marketing 😍
Not your typical hand model?
These hands belong to my mother in law, Sylvia, who turns 90 this year. I have to be honest and say that when we're looking for a hand model we usually choose the staff member with the best groomed hands on the day. So why not today?
Well, there's a number of reasons really. Small businesses are often told that they need to define their niche - whether that be by gender, age, socio-economic status etc. We've always struggled to do this because we've found that our customers are diverse - from newborn babies to ninety-year-olds, from burly blokes in utes to immaculately groomed women, from those who count out coins at our counter to those who buy with abandon.
The reasons for buying from Washpool are diverse, too. Sometimes it's a gift, sometimes it's a treat to be enjoyed, sometimes an everyday necessity to bring relief to sensitive skin and sometimes our products solve a problem - which is why we've chosen Sylvia to model.
Recently we found out that Sylvia was using a soap bar to wash her hair. The reason she was doing so was that she no longer had the dexterity required to manage shampoo & conditioner bottles in the shower. Reading which was which, picking up 500-gram bottles to pump or squeeze had all become a bit too much. And although a soap bar is an adequate way to wash hair, it's not optimal. We gave Sylvia one of our solid shampoo bars (from our many trial batches) and she was impressed with how much better her hair felt while keeping the ease of lathering with a bar.
A little while later we found out that she's been talking up her shampoo bars amongst her mates and next thing we have these secret deals and brown paper bags changing hands at the local CWA meeting or after church on Sunday.
So no, we don't feel the need to define a narrow niche. We're happy that our products bring pleasure and occasionally solve problems that we never realised existed.
