Dan never mentioned targeting any age demographic, but from our perspective, this clearly isn't your standard Gen-X'ers straight-and-narrow tub of packaging. The products have a new look, which we can best describe as a millennial-targeted, skater / surfer / snowboarder soulful vibe. It doesn't take a degree in design to realize that these guys are marketing things differently. This type of anti-establishment thinking is what the big boys in the industry are worried about when they go to sleep at night. We mean transparency as a company.ĭan and Ryan’s desire to “rebel against the status quo,” in part means their desire to offer people a direct, personalized level of service and access to their company that really hasn’t been done before. We’ll address the label transparency down below, because that’s not what we’re talking about. These guys are taking the big industry buzz word “transparency” and taking it to a new level. There’s no automated teller that re-routes you to another automated prompt that then puts you on hold for 10 minutes only to have the line dropped as soon as you're connected to some random customer service rep. When you have a problem or question about a product, you get to speak to the owner/creators directly. They are the ones personally answering phone calls, e-mails, tweets, and snapchat banter each and every time. Talk about personalized customer service!ĭan and his business partner Ryan are doing what very few, if any, other supplement companies are doing. As a matter of fact, if you call the number on the back of Ghost’s products, that number goes directly to Dan’s cell phone. One thing that immediately stood out to us is that Dan and everyone at Ghost want this to be a very, very hands on company. Most just want a solid dosed product that makes them feel good, a brand they like or identify with.” A Personal Touch I believe the people who care about those things will find the info. We don't make a single claim on any of our products, we don't do ingredient write ups, in my mind there's no reason for it. We want to design formulas that can satisfy the early adopting internet crowd (especially if you compare our pre to the leading pre's.) but bring that mainstream (instead of watering down for the mainstream). I think we can both admit the customers are usually pretty different. It's a hard one to figure out formulation strategy wise. In Dan’s own words, “As a brand, we've found it interesting from the get go, because we are so social, that we will be compared to fringe brands, however we want to prepare to take on the big boys. Instead, Dan mentioned that he seeks the younger, more “plugged in”, fringe demographic that’s looking for a certain edge, and a brand they can call their own. Ghost looks to follow that same path as it appears to Dan and many others in the supplement game that the traditional model of getting their products into places like and dropship internet retailers is going the way of the dinosaur. ![]() We’ve all seen the emergence of lifestyle brands across the industry with Rich Piana's 5% Nutrition being the latest to break away from the standard distribution-based model of selling merchandise. It was time to for Dan's feathers to shine - and this brand definitely shines. Sometimes you outgrow the beast, other times the beast outgrows you… but in this case, it seems like both things happened in unison. ![]() Over the years, Dan’s ambitions and goals for the industry began to diverge from that of his former employer and that ultimately led to his departure and the creation of Ghost. He was instrumental in the formulation and development of some of their all time best sellers. Many of you may know that Dan was once VP of Marketing and Product Development at one of the most well known supplement companies around. So today, we're going to dive into what this company and their vision for the future of supplements - but we'll get into specific supplement write-ups later. Right after their launch, we had the pleasure to meet with Chief Ghost Dan Lourenco in a very informative discussion, and really got into the meat of what the Ghost lifestyle is all about. There's a reason they're making waves: They're run by an industry stalwart who's branched off to do his own thing, and he's making quite the splash right off the bat. Unless you've been away from the industry for a couple of years, by now you have almost definitely seen some product imagery or seen some videos on the hottest supplement company around - GHOST - that’s been making new headlines around the industry. ![]() Ghost is a brand new lifestyle supplement brand made by Dan Lourenco
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