Brand Authenticity: Breaking Through on Shelf

Jennifer Karsh, of Axen Research, provides perspective with a J.R. Watkins case study.

By Jennifer Karsh, Axen Research

I grew up on a farm in Southern Minnesota. I have vivid memories of an older gentleman we fondly referred to as “The Watkins Man” who would visit us twice a year, selling natural soaps, spices and remedies from his old-timey delivery truck. I can still remember the quaint cursive labels that adorned the apothecary products that lined our medicine cabinet shelves.

Strolling down the health and beauty aisle at Target recently a familiar-looking package caught my eye. At first, I mistook the tubes of lip balm as an attempted Kiehl’s knock-off. Upon further examination, I realized the brand was none other than J.R. Watkins (minus “ The Watkins Man”)!

I can attest to the fact that J.R. Watkins was natural before it was cool.

I’ve since investigated J.R. Watkins online to help me connect the dots between my memory and what I discovered on the store shelves. Turns out, Watkins has been in business since 1868. Located in Winona, Minnesota, the Watkins brand has a 143-year-old history thanks to being 100 percent authentic to its brand.

Here are three key lessons every beauty, fragrance and personal care company can learn from Watkins’ well-won wisdom:

1. Keep it Real. In the high-glamour, trendy world of beauty and fragrance, it’s easy to get caught up in the latest style and trends. “What I love about Watkins is that it’s never tried to be anything it isn’t,” says Cheryl, a stylist in Los Angeles and long-time Watkins consumer.

2. Stay Close to Your Roots. In 2005, the J.R. Watkins was picked up by Target. This, of course, was a big win for the company who did not have much distribution in brick-and-mortar stores. Nevertheless, the company did not abandon its heritage in home sales. In fact, home sales are still a major part of Watkins’ core business.

3. Evolve Organically. It goes without saying that packaging trends have come and gone since the mid-1800s when the first Watkins’ first package was conceived in a kitchen in Plainview, MN. “Imagine if Watkins would have followed every bottle and package trend throughout the decades, the brand would have been a hodge-podge with no clear identity,” says Tricia, a San Francisco industrial designer. By staying true to its heritage, Watkins has withstood the test of time and that’s a claim few companies can make.

While your brand may have a shorter history or a more modern brand positioning, you can still take a page from the Watkins’ playbook. Flash may draw consumers in, but brand authenticity is what keeps them coming back to your product.

AUTHOR BIO: Jennifer Axen Karsh is the founder and president of Axen Research – a boutique market research firm located in Los Angeles. Jennifer has spoken widely on the subject of qualitative research and is a specialist in consumer anthropology. She has written for publications including Allure and The Onion and has authored two booked including The Stripper’s Guide to Looking Great Naked and Anything You Can Do, I Can Do Better (Chronicle Books).