6 Ways To Make An ‘Unsexy’ Product More Appealing To Consumers

Fulton recently launched a new line of sustainable footwear insoles that offer customized arch support and comfort to enhance your body’s alignment and prevent injury and pain. This launch comes at a time when “unsexy” brands are gaining traction in the beauty space. But what about fashion?

While they may not be the sexiest products around, it is proven that shoe insoles can make a significant improvement to your posture, help alleviate pain in places like your knees and back, and help prevent future injury. They also help you wear those “sexy” shoes that typically cause you to sacrifice support and comfort.  

Fulton was started by two MBA candidates at The Wharton School of Business, Libie Motchan and Daniel Nelson. Not only does Fulton use sustainable, carbon negative materials like cork and vegan leather made from cactus, but the products are made by an artisanal team in Portugal adhering to the highest sustainability values.

“The orthopedic footwear space could not be any less sexy, which meant we had to prioritize building a strong and engaging brand,” say the Fulton cofounders. “Fortunately (and unfortunately), all the other brands of insoles are geriatric, medical and pretty uncool. This made it easy for Fulton to stand out and excite consumers.”

Here are six ways in which the Fulton cofounders made their “unsexy” brand more appealing to consumers:

1.    We worked with a talented designer who had created brand identities for other companies in similarly stigmatized categories, for example using bright colors.

2.    We hired cool but relatable models for our products.

3.    We are actively working to destigmatize the category by creating an open dialogue around insoles, arch support, alignment and feet.

4.    We are striving to become a resource for problems like plantar fasciitis, lower back pain and heel spurs. These are common problems that consumers experience, but don’t discuss openly, so they often feel alone and confused and don’t seek out help.

5.    We built an effective product. The insole industry has been degraded by products made from gels and foams, which are neither supportive nor sustainable. We innovated around the design, materials and function.

6.    We prioritized sustainable materials – cork, vegan cactus leather and natural rubber foam. These are not traditionally used in insoles.

When the Covid-19 pandemic delayed Fulton’s planned March 2020 launch by a full year, the cofounders took time to work with beta customers to refine the brand and manufacturing processes. They also decided to give back by supporting essential workers. They gave Fulton insoles to all local Trader Joe’s employees who were working hard on their feet all day.

Motchan says she always knew that she wanted to start a business. “Since I received my first allowance, I was a thoughtful hustler. I opened up lemonade stands in the summers and hosted bake sales after school. Eventually, I started a business on eBay when I was in sixth grade. I enjoyed working for myself and the creativity involved in building a business. Furthermore, as the child of immigrant parents who were both business owners, I never felt tied down to traditional career paths.”

These days, Motchan feels blessed to be running a company that solves a problem for consumers that she personally has dealt with. Poor insoles caused her pain throughout her body. “I have the opportunity to educate others and help them prevent pain in the future. Nothing feels better,” she says.

To other people looking to tap into their life purpose, Motchan offers this advice. “Follow your heart and don’t be afraid of failure. Your career can be an incredible source of value and meaning if you do something that moves you – so you should! You work for so many hours of the day. You might as well enjoy what you do.”