Jusuru International Receives 2015 DSA Ethos Award
The DSA Ethos Awards are designed to identify and promote programs that serve as examples of direct selling at its best.
"DSA congratulates Jusuru International for their outstanding accomplishments and contributions to direct selling," said DSA President Joseph Mariano. "This program is an excellent example of the creativity and innovation that continue to drive our industry."
Jusuru International was launched in 2010 with its flagship product called Jusuru Life Blend, formulated with a patented, highly-bioavailable liquid collagen matrix, resveratrol, and 13 antioxidant phytonutrient fruits. Backed by numerous industry awards and multiple clinical trials, Life Blend improves joint mobility and lubrication, reduces discomfort, and promotes healthy cartilage and connective tissue. It was also clinically shown to reduce wrinkles from the inside-out without cosmetic injections, decrease dryness without the use of topical moisturizers, and reduce the enzyme that can make skin age. Users experience dramatic results and the company's revenue has grown consistently at an exceptional rate since inception.
"We decided to reposition our flagship product as the hi-tech, highly-advanced, patented, award-winning nutraceutical that it is, build the brand as the premier joint health supplement and a state-of-the-art nutricosmetic, and expand the market to new target audiences. It's an honor that the Direct Selling Association recognizes the success of our launch with the Ethos Award," said Asma Ishaq, Jusuru's president.
Jusuru International relaunched its company and its brand in 2014 with a new name, new logo, new packaging, new products, and new messaging, all targeted to reach new markets.
NAME, LOGO, AND PACKAGING. Jusuru Life Blend was renamed Liquid BioCell Life, based on the patented liquid collagen matrix, and along with this change came a new trademarked logo and new packaging that would position the product as a science-based nutraceutical. A "drop" element was custom designed for the new logo, with the outer drop characterizing the Liquid, the "b" representing BioCell, and the inner red drop defining the functionality of the product working from the "inside-out".
NEW PRODUCTS. With a formulation containing resveratrol and 13 antioxidant phytonutrient fruits, Liquid BioCell Life is targeted to meet the needs of the 50+ baby boomer market.
The dramatic clinical and user results regarding the skin benefits of Liquid BioCell identified a yet unmined opportunity among a younger female audience, ages 40 - 50, wanting to look
younger and ages 25 - 35 wanting to stay looking young. In response to a growing nutricosmetic market, forecasted to accelerate exponentially to $4.24 billion, Jusuru launched Liquid BioCell Skin, positioning it as a proprietary nutricosmetic with Liquid BioCell™, ceramides, collagen-boosting extracts, and 14 antioxidant phytonutrient-rich fruits.
Additionally, the company developed its Hello Beautiful App to coincide with the new product launch, allowing consumers to take before and after pictures to measure results that are time and date stamped and properly formatted to share on social media.
A new clinical study came to the conclusion that Liquid BioCell can protect the connective tissue of the musculoskeletal system and enhance recovery from intense exercise, illustrating promising new applications in sports nutrition, a market forecasted to grow 83% by 2019. Liquid BioCell Sport was launched in September, 2014 as a cutting-edge nutraceutical that fuels physical and mental performance, promotes joint and muscle fitness, and boosts recovery in one proprietary formula with Liquid BioCell, BCAAs, L-carnitine, 9 antioxidants, and unique performance-enhancing extracts. Liquid BioCell Sport is NSF Certified for Sport.
NEW MESSAGING. The company's main website, Jusuru.com, was redesigned with a fresh, modern feel to better champion the product, attract new target markets, and convey the company's scientific message in a visual, easy-to-understand format. The website is also designed with 7 targeted microsites, including LiquidBioCell.com, which allow the company's salesforce to send prospects to targeted areas of interest.
To maintain professional brand integrity of the day-to-day marketing by its independent representatives, Jusuru also launched a highly-advanced marketing system called the Jusuru Media Center. The Media Center gives access to a complete library of professionally branded and customizable videos, audios, presentations, ecards, social media posts, catalogs, brochures, flyers, invites, banners, and more, and allows for measuring results.
RESULTS. Jusuru International's patented, award-winning nutraceutical, Liquid BioCell ™, was successfully relaunched, and the initiatives have given the company's independent representatives the vehicles to catapult their businesses and expand their market base, resulting in a 217% increase in sales.
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