In 2004, Angie incorporated a company called Peppermints Salon, Inc. Peppermints Salon is engaged primarily in manufacturing and distributing cosmetics to wholesalers, retailers, and direct to consumers. This company owns and operates YOYO Lip Gloss.

The unique design behind YOYO Lip Gloss gives Angie a competitive advantage since no other lip gloss currently provides this product’s ease of use. Initially, lip gloss served as a purely functional product. In recent years, however, the product has undergone aesthetic transformations, expanding it into the category of a fashion accessory. Sellers became aware of new consumer requirements for lip gloss and met these demands by changing the traditional shape of the tube and encasements, using obnoxious colors and wild flavors, and adding shine and glitter for appeal. However, current lip gloss sellers have not quite introduced a lip gloss that combines the aesthetic uniqueness along with fashion oriented characteristics that allow ease of use and accessibility. YOYO Lip Gloss does just that; it serves as a fashionable retractable lip gloss that sits at the hip for easy access. The string extends three-and-a-half feet and retracts back to the hip (See Exhibit A - What is YOYO Lip Gloss?).

Targeting the female teen market, Angie decided the initial launch of her product will include five different reels and lip gloss colors each with a yummy, high sparkle flavor (See Exhibit B – Colors and Flavors). The different combinations are:
• Raisin’ the Roof Red
• Pistle Packing Pink
• Benjamins Buttaluv Brown
• Krakalakin Clear, and
• Rowdy-Rowdy Raspberry

Adding to the ease of use, YOYO Lip Gloss will have interchangeable reels so that the clip and the tube of lip gloss can be mixed and matched (See Exhibit C – Interchangeable Reels). Each lip gloss flavor is represented by a unique character of a different cultural background. YOYO Lip Gloss decided to implement a multi-cultural approach in order to be sensitive to consumer needs and reach a wide range of the female teen population. The nationalities of the characters are not explicitly defined, allowing them to be broadly applied. They represent multiple nationalities including African American, Asian, Caucasian, European, and South American (See Exhibit D – YOYO Characters).

Not only do the characters represent different nationalities, they are also featured performing sporting and other activities that include skateboarding, dj-ing, break dancing, softball, dancing, and cheerleading. This makes it possible for consumers to relate to the product by nationality or by activity. The lip gloss packaging consists of an image of the character with a personal note on the back of the package directed to the consumer; this further personifies the character and enables the consumer to associate with the image. The YOYO package has been designed to promote a relationship between its characters and consumers (See Exhibit E - We Get Personal). To expand on the consumer relationship with the character, each YOYO Lip Gloss package comes with a trading card sticker (See Exhibit F – YOYO Trading Cards). The trading cards contain a picture of the character, the character’s name, title, age, weight, place of birth, favorite move, and wise words.

YOYO Lip Gloss has a unique selling proposition because, currently, there is no product on the market that offers a retractable lip gloss. Therefore, first mover advantage will be established. YOYO Lip Gloss also provides a quality formula comparable to high grade prestige items. The reel is made to withstand rough use, providing durability. Therefore, consumers can use the product while engaging in the activities of its characters (See Exhibit G – Quality Formula and Durability). YOYO Lip Gloss strongly enforces its brand by interacting and relating to its consumers through the use of characters, trading cards, and packaging. Providing detailed information about the characters allows the consumer to identify with them easily. At least, this is Angie’s strategy. She wonders, “Does the inclusion of the characters and activities provide YOYO Lip Gloss with a real and lasting advantage? Will this help increase the sale of YOYO Lip Gloss to the target market?”

YOYO Lip Gloss is an innovative product protected by intellectual property rights that pertain to the use of the product and its brand name. Existing lip gloss has been transformed; it is now a convenient fashion accessory that can be attached to belts, key chains, necklaces, bracelets, and cell phones. The transformation of lip gloss was also aided by the use of different colors, flavors, and customer kits. Angie intends to revolutionize the product.

Still she ponders, “Will the target market be receptive to the YOYO Lip Gloss concept? And when the product hits the market will YOYO Lip Gloss gain enough market share to survive and achieve profitability?”