TSA-friendly skincare site eschews advertising in launch

NEW YORK: The founders of a new e-commerce skincare site, 3floz.com, hope a viral marketing strategy will lead to a successful launch of the Web site in January.

NEW YORK: The founders of a new e-commerce skincare site, 3floz.com, hope a viral marketing strategy will lead to a successful launch of the Web site in January. Cofounders Kate Duff and Alexi Mintz aim to reach consumers and skincare companies via a robust PR campaign implemented by Style House PR.

The site will sell TSA-friendly - three fluid ounces or less - beauty and grooming products by various brands such as Yes to Carrots and Go Smile.

“Our whole plan is to not start out with any paid advertising, but more of a viral marketing strategy,” said Duff. “Our campaign is to get as many people as possible on Facebook, Twitter, and blogging, and really use that to connect with people.”

The team hopes to have 1,500 Facebook fans by launch, explained Janna Meyrowitz, founder of Style House PR.

Another tactic will be seeding a behind-the-scenes video of a photo shoot with the founders, via a 3floz.com blog and Twitter page. The video will show them goofing around and getting items confiscated at airport security where anything over 3.4 liquid ounces isn't allowed. It's part of a larger strategy to tell a story about the founders' traveling habits which leads to how they came up with the idea, explained Meyrowitz.

Duff explained that the messaging behind the brand is jet-setting lifestyle, so the team is trying to avoid a “gimmicky” stigma. In an effort to target the “urban traveler,” the team is reaching out to various consumer books and metropolitan outlets, beginning with long-lead in November, and focusing on short-lead closer to launch.

"Our targets are outlets like Daily Candy, Lucky, and In Style,” said Meyrowitz. “We need to preserve the cache.”

The team is encouraging consumer feedback through interactive channels to generate interest among retail brands not yet on board. Though the site's current products won't be branded by 3floz.com, Meyrowitz said that in the future, the company hopes to potentially partner with brands that don't offer travel-friendly sizes and provide packaging that's "something like xy brand for 3floz.com."

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