We have searched our souls. And studied our spreadsheets. And we have made a necessary and long-anticipated correction to sustain our business. We have changed a problem with our refill bag that we have lived with for five years and can’t live with any longer. We need your understanding and support.
Here’s the problem. Our refill bag says it’s a 12-month refill. In fact, it’s an 18-month refill. We realized our miscalculation ages ago – a novice misstep as we transitioned from Farmers Markets to store shelves. Unfortunately, repairing it required thousands of dollars we simply have not had. But, we can’t sit on this price disparity any longer. Not if we expect to remain in business.
|Plastic tablecloth. Homemade labels. Parking lot of the bank. Summer 2006. Humble beginnings. Great big dreams.
Here’s our best solution. Our lifestinks decanter holds a 9-month fill. It costs $27 or $3/month to get started. Our new refill bag is now a 9-month refill and costs $18 or $2/month to use on a go-forward basis. We believe that to be a phenomenal price point for this important product. A simple review of the math as you stand in any store, or review any online site, will confirm what we are – a very reasonably priced product – unique in the marketplace but priced to compete.
You have embraced our revolutionary product for many reasons. For some, it is the non-staining factor, for others it is health concerns, for everyone, we hope, it simply works better than all the others. Whatever your reasons, we appreciate your support. Chemical deodorants cost dimes to make – ours cost dollars. But we believe you are fully aware of the differences and value our ability to stay the course.
We hope that you will continue to support our brand and show our retail partners that you understand our dilemma. We never set out to be a bargain basement deodorant. We set out to create the finest deodorant on the planet; and the healthiest deodorant on the planet. And the only environmentally sound refillable deodorant that protects both you and the planet. We are refillable; but without this change we are not sustainable.
The critical change that we have made also addresses another very real threat to our sustainability – product piracy. Folks early on identified what a steal our refill program has been and so they have stolen from us. Pirating is the industry-speak for the problem; not a pretty word for not a pretty practice. How so?
Bargain hunters have bypassed our decanter entirely and dumped our refill into their own receptacles. This has created untold customer service problems for us as a brand. Imagine when someone puts our ultra pure product, which cannot be exposed to light, into glass salt and pepper shakers. Yes, the product and our brand reputation are both damaged. The same goes for low-grade sugar shakers that are aluminum – not stainless steel – again, product contamination and brand degradation not to mention very real health consequences.
Please know that we have altered just this one part of our brand – our first and only price change in five years. All other price and portion structures remain the same. But in making this critical change we have guaranteed our brand’s integrity and future. So please, stop in and visit our retail partners, both brick and mortar, and online, and show them you understand. These folks are in the front line each and every day helping us to pioneer this very young brand. Knowing that they have your approval and support for the changes we have made will go a long, long way.
We trust in your understanding and we ask for your support. We have worked hard to gain your trust and we will continue to work hard to retain it. The best we have to offer the marketplace and the planet is the ongoing production and sale of lifestinks deodorant, lifestings bug repellent, and the full line of Duggan Sister products. Our commitment remains what it has always been: Healthy People, Healthy Products, and a Healthy Planet.
The Duggan Sisters
Mary, Annie and Clare