The story goes, according to ImHotepAmonRa, that a man who called himself Dr. Imas was moved by a spirit to give ImHotepAmonRa (at the time, Mr. Howard), then only a passerby, the formula for the “magic” balm.
Stuart Henigson, a spokesman for Egyptian Magic, added that Dr. Imas “was looking for someone who could take it to a larger audience.” He was adamant that Egyptian Magic be rolled out in a particular way. “Word of mouth only, no paid advertising or endorsements,” Mr. Henigson said.
So let’s attribute ImHotepAmonRa’s success to any or all of the following: an unexplainable magic that has forced the balm into the hands of marketers and users; the astonishing growth of the natural product market; a product that really does cure burns, prevent rash, you name it; the consumer thirst for a good story (check out the Website); and/or booming WOM publicity after a Daily Candy editor in Los Angeles heard about Egyptian Magic from a friend of a friend whose doctor recommended it for surgical scars.
You do the math, or the magic. Call me a sucker, but the part about Dr. Imas gave me the chills.
Have you registered with us yet?
Register now to enjoy more articles and free email bulletinsRegister
Already registered?Sign in
Join a growing community of PRWeek comms professionals today
- Read more articles each month
- Sign up for free specialised news bulletins