All will be well18 Oct 2017 23:35
Folks,
Hugely encouraged by the fact that PZ Cussons felt they needed to complain to the ASA. Clearly they have been shaken by SkinnyTan.
Clearly, short term this is not good PR for IDP and SkinnyTan. However, I think HC has played this the best way he possibly could. Whilst the complain was regarding as ad from 2016, he has not said anything about it until he actually had to and that was when the ruling and subsequent news article came out. This is good management as he has ensured ST is an established brand, got it into ASOS, Boots Ireland, Fenwicks etc. He has completed the raising before the ruling and has in place his plans to deliver the growth still.
This news will be forgotten about by next week.
With regards the posts I have read that Sales reps will use this - my challenge there is with whom? The only place ST is sold in UK is SD's and that is a solid enough relationship and I dont see SD's stopping the unique relationship at all. In a way, if they did it would be a win for IDP, as we could go straight to Boots and just stock there - the genius of establishing the strength of the brand in the interim period is highly evident with this example alone. Then add in in that same time, IDP have got Roots into SD and Body Glow too!
The other thing to remember is that IDP is a relatively young Company and they are learning too. With Entrepreneurs in the business these teething issues will pop up from time to time. The important thing is that the product is safe, the product hasnt changed, and the complaint was for an ad back from 2016, and specific to just the f/book page. Very limited if you ask me.
Those that buy fake tan lotion wont be swayed by the article as they would have become loyal users in my opinion. Interesting for me, and as has been said already, the fact that PZ Cussons felt the need to complain is highly encouraging indeed - they look on the ropes if you ask me. They cant play the product and so tried something like this. Very telling if you ask me!
This if anything is an opportunity that even I didnt think would come again. I topped up today and if I can I will load up some more too.
The other thing that has happened imo, is that with vol of nearly 500k shares, then its likely a lot of placing shares have now been flipped or churned and hopefully HC has some news lined up to 'wash away' this blip that hasnt affected the product, hopefully not the sales and certainly not the longer-term story that is being developed here.
IDP - A story in the making!