Only one woman has appeared on the cover of Sports Illustrated five times – veteran model Elle Macpherson. Her ability to promote excellent images for both athletic and fashion enterprises has made her a leader in product promotion for the last three decades. Now Macpherson is building on these strengths with a branded line of sports nutrition products that combine her personal expertise with recent advances in sports science.
The corporate body for Macpherson’s new venture is called WelleCo and the product brand is called SuperElixir. The naming strategies build off of the roots of Elle Macpherson’s own well established brand name and her image as a supermodel. The admired brand provides a strong foundation. That adds to the product strategy of formulating supplements to address a common challenge for millions of amateur athletes. They need to counteract the acidity resulting from inadequate consumption of leafy green vegetables and other effective sources of alkaline nutrition. Optimized levels of alkalinity promote balance and agility and help elevate energy levels.
Macpherson has benefitted from a personal network of experts in fitness and sports nutrition whose talents have been tested in the elite field of international modeling. After formulating the business idea and the key components of the sports nutrition product line, Macpherson recruited a research team in her native Australia together with her business partner Andrea Box. The fruit of the efforts was a supplement blending 45 ingredients including digestive enzymes that enhance absorption. The key materials, barley grass, wheat grass and spirnelina were not commonly available through retail channels. Last year, the SuperElixir prduct launch made their benefits commonly available to consumers and amateur athletes for the first time.
Products test were more than impressive. Over eight-five percent of the participants in the initial test group lost body fat and almost all reported some measurable benefit to their personal fitness profile. Further tests also showed that the SuperElixir formula promoted new tissue growth, a key goal of amateur athlete injury recovery programs.
Elle Macpherson’s high fashion background is enabling a retail distribution strategy that is taking sports nutrition where it has never gone before – upscale retailers with a strong foundation in cosmetics and fashion sales. Think about it. If high end retailers can motivate their regular clients to shape up and slim down and also make it affordable and achievable, their clients will need new wardrobes and more sportswear. This fresh approach to marketing sports nutrition products is giving WelleCo a good foundation for future success.