Subscribe to this blog
Vitamin retailer General Nutrition Centers (GNC) is positioning the chain to address Baby Boomer concerns such as anti-aging, osteoporosis and brain health.
The chain, once regarded as a sports-and-workout retailer, now carries everything from pastel pills for women to designer formulations for a range of conditions--obesity, say, or brittle fingernails.
Consider CNC's popular Wellbeing line of supplements for women. Launch this year, it features small, colorful capsules--some in "be-Hot" vitamin packs (fatty acids that allegedly help burn calories) or packaged as "be-Beautiful" pills (amino acids to help strengthen hair, skin and nails). To promote the line, GNC will soon launch its biggest ad campaign ever aimed at women, in fitness and fashion magazines.
Already, says franchisee Nelson Fleming in Georgia, more female customers come to his 10 stores. "They'll ask, 'Have you got something for my hair?'"
Source: BUSINESSWEEK, August 10, 2009
