Campus Trendsetters & SkynIceland

National CampaignFall 2011

Before they used skynICELAND

ABOUT THE TRENDSETTERS-60% have combination skin-73% are price-conscious-19% look for brand name products-63% typically purchase skin care products at a drug store or pharmacy-53% make their product decisions based on offline word-of-mouth advertising-95% look for acne-fighting properties in skin care products-70% find natural ingredients to be important-56% look for wrinkle prevention in skin care products

TRENDSETTERS OPINION ON skynICELAND-100% were unfamiliar with the brand-80% were unlikely to purchase

Pre-purchase intent: 19.51%(Pre)Net Promoter Score: -20

During the trial

Facebook- 22% of trendsetters posted an average of

1 post about the product

Twitter- 28% of trendsetters posted an average of 1.5 times about the product

41 Campus Trendsetters participated

Top Trendsetters

Caitlin Ewals ImpressionsFacebook: 2,932 Twitter: 928Total: 3,860

Top TrendsettersDanielle Gagliardi Impressions

Facebook: 1362Twitter: 690Total: 2,052

Top TrendsettersKrista Firkins

ImpressionsFacebook: 1453Twitter: 864Total: 2,317

AFTER USING skynICELAND

• 68% said that they were likely to purchase• 44% found that it worked better than other productss• 42% found that it worked similarly to other products• 86% found that it was a good use of natural ingredients• 61% found that it had good acne-fighting properties• 59% found it helped prevent wrinkles• 65% rated skynICELAND as a “good” or “excellent” brand name• 47% rated the product’s availability as “good” or “excellent”• 70% found the product’s price to be “okay”• 50% said that online or offline word of mouth is the best way to advertise

Post Purchase Intent: 68.08%(Post) Net Promoter Score: 8

Final results

• Trendsetters purchase intent rose 48.57% after using skynICELAND

• The Net Promoter Score rose 28 after trendsetters used the product