The Power of One

Brands like Summer Fridays (product: the “Jet Lag” mask), Vintner’s Daughter (product: face oil), Beautyblender (product: makeup application sponge), and Augustinus Bader (product: moisturiser) have built multi-million dollar companies by marketing a single specialised product. While it is a high risk strategy, it allows the brand to focus its marketing and branding efforts on one single product. It communicates high-quality to the customers, making the product a strong USP of the brand.


Many new shoe brands are also tapping into the 'The Power of One' concept to build successful startups. Looking to duplicate the success of the likes of Birkenstock & Vans, brands like Allbirds, Rothy’s, Greats, & Birdies have sprung up in the market. The single product is the USP of the brand and only changes in colour and material. The problem arises when the company needs to scale up & brands usually struggle post the $100 million mark.



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