Marcom and Sales Growth CASE STUDY:
Visha Skin Care

Dr. Purvisha Patel, owner of Advanced Dermatology and Skin Cancer Associates, developed Visha Skin Care, a safe, multi-use and cost-effective skin care line. With a new product on the market, Dr. Patel hired Morris Marketing Group (MMG) to launch Visha Skin Care to the general public and oversee all public relations, marketing, media buying, promotions, and sales development.

Before launching the product, primary research was administered through focus groups that included 300 patients from Advanced Dermatology and Skin Cancer Associates.

The primary research shaped the planning process by providing data based on the demographics of the patients. This data helped with the selection of brand ambassadors. Other research included:

• Secondary research to study Visha Skin Care products and ingredients through web-based research
• Market analyses in selecting retail stores to approach and propose wholesale opportunities
• Web-based research to find blogger and media to pitch Visha Skin Care.
• Web-based research to find tradeshows for Visha Skin Care to attend
• Conducted market analyses research with media buying process
• Conducted web-based research in pitching to national and local companies for brand partnerships
• The research was relevant in shaping the planning process because it provided data for the planning process

The research helped define Visha Skin Care’s target audience or sources where there was opportunity.

The target audience for the Visha Skin Care Mommy line was those individuals with dry or sensitive skin who were pregnant or nursing. The target audience for the Visha Skin Care Advanced line was 25 to 65-year-old active professionals.

We developed the localebrity campaign to cost-effectively introduce Visha Skin Care to the market while growing true brand ambassadors. As a result of prior secondary research, we found 14 women and four men of different backgrounds and ethnicities who were influencers in Memphis. The models became the faces of Visha Skin Care, creating an instant connection between the skin care line and the target market in Memphis.

Visha Skin Care models appeared in print, television, and online advertisements and they also used their own social media channels regularly to communicate the benefits of Visha Skin Care.

To garner brand awareness in the local market, Visha Skin Care partnered with local businesses to promote their products. Samples were distributed to customers of Delta Groove Yoga, Pure Barre, American Heart Association, the Community Foundation of Northwest Mississippi, and more.

National companies such as Ipsy, Ecocentric Mom, Sanskriti Box, and Oprah Circle of Friends were pitched and distributed samples in their subscription box.

We connected with bloggers whose followers fit Visha Skin Care’s target audience and media at a local, regional and national level to promote Visha Skin Care and raise awareness.

Morris Marketing Group oversaw sales development efforts through national tradeshows and targeted local and regional retailers.

Morris Marketing Group provided the creative direction for Visha Skin Care advertisements that were promoted in print and television, Facebook and Instagram ads, digital ads, and Google AdWords.

Objectives of the plan were measured against the sales of Visha Skin Care products, social media likes/fans, advertising equivalency value of earned media, and audience of earned media.

Morris Marketing Group developed brand standards for Visha Skin Care and enhanced marketing and sales collateral and channels to include:

• Brochures
• Product Cards
• Signage
• E-Commerce Web Site
• Social Media Presence
• Television Commercials
• Product Videos
• Public Relations Campaign
• Trade Show Strategy, Plan, and
• Elements
• Sales Efforts, Guidance, and Coaching
• Sales Kit
• Traditional Media Strategy and Buying, and Reconciliation
• Online Search, Display, and Social Advertisements Strategy, Fulfillment, and Reconciliation

Memphis-based brand ambassadors that fit the demographic as defined by, the research known as “localebrities,” posted about Visha Skin Care on their all their social media platforms thereby raising brand awareness.

Morris Marketing Group secured blog posts, including MomTrends and Nashville Wifestyles, which increased Visha Skin Care’s social media following.

Visha Skin Care partnered with local businesses to promote their products. Samples were distributed to customers of Delta Groove Yoga, Pure Barre, American Heart Association, the community Foundation of Northwest Mississippi, MOGA East, and more to increase brand awareness.

Wholesale partnerships with local Memphis companies such as Ryan Patrick Salon and The Bump Studio were secured.
Earned media was secured to showcase Dr. Patel as a skin care expert on WREG, Yahoo Finance, WMC, Memphis Business Journal, Memphis Daily News, Nylon, First for Women magazine and more.

Tradeshow strategy was facilitated by having Visha Skin Care attend the International Congress of Esthetics and Spa in Philadelphia and Las Vegas, the Southern Women Show in Memphis, and Premiere Orlando.
Features in the following subscription boxes were facilitated through brand partnerships: Ipsy, Oprah Circle of Friends, EcoCentric Mom and Sankriti Box.

Morris Marketing Group partnered with Running Pony and provided the creative direction to develop television commercials and web clips for Visha Skin Care Advanced and Mommy lines. A media plan was created and the commercials aired on broadcast television in Memphis, Jonesboro and Nashville.

Paid print advertisements were featured in 4Memphis, Click, Desoto, and RSVP magazines.

Morris Marketing Group developed targeted monthly sponsored Facebook campaigns that helped increase Visha Skin Care’s social media following.

To evaluate the campaign, we measured sales of Visha Skin Care products, social media likes/fans, advertising equivalency value of earned media, and audience of earned media.

The results met the goals in the original strategy and planning. Within nine months the sales, social media likes/fans had increased. Sales increased by 242% and social media likes/fans increased by 306%, on average.

Brand recognition and trust were built for Visha Skin Care and Dr. Purvisha Patel as a celebrity authority in skin care.