Caswell-Massey, an 18th-century personal care brand founded 24 years before the Declaration of Independence was signed, has struck a spark of rebirth. And it happened on the ultimate 21st-century launchpad — Facebook.
During the last two weeks, the new management team — chief executive officer Robert Brady and Carlos Timiraos, executive vice president of sales and marketing — have been using the Internet site to distribute samples of one of the three new brands they are launching this fall in an ambitious agenda to renew the 260-year-old franchise. Facebook visitors are being asked to click the “like” button if they wish to receive a packet of Almond & Aloe body lotion. The number of like clicks hit 75,000, Brady said, noting that 90 percent of respondents have been women aged 25 to 35 years old, which is on-target for the new marketing campaign. The typical Caswell-Massey user is now about age 50, he observed.
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