Newcastle upon Tyne, North East (PRWEB UK) 1 July 2013
It may be unusual, but it is real, and it’s creating a storm worldwide. Launched online, and now attracting crowd funding for a retail packaging project, demand for this product is increasing every day according to the founder and CEO.
Susan Laurie from North East England (founder & CEO of SmoothGroove) always preferred to wear figure-hugging clothes that showed her shape off to the full. However, her passion for wearing her desired outfits was regularly blighted by the coarsely named ‘Camel Toe’.
Susan set her sights on designing a simple solution that would change the lives and wardrobes of thousands of women just like her. The first step was to commission a series of focus groups with women of various ages, and the results convinced her there was definitely a sizeable potential market. Several prototypes and research later, Susan has now created a safe, stylish and discreet product called ‘SmoothGroove’ which has been designed to work with the body’s natural movement and alleviate any unwelcome profile.
Susan felt she had identified market potential for the SmoothGroove, but its success has gone beyond even the blue sky expectations. As awareness increases, so does demand, and Susan is now attracting interest from several high street retailers as well as TV shows and celebrities.
One such show is The Dr. Oz Show in the USA. In a recent broadcast, Dr. Oz alerted viewers to this fashion fail turned irritating health scare on his show. He recommends protecting oneself from yeast infections by wearing a SmoothGroove camel toe guard.
Susan has launched a campaign on Indiegogo to raise crowd funding capital to enable her to design and manufacture special packaging so the product can be sold in popular retail outlets. There are a number of perks on offer, including a special pink SmoothGroove, amusing posters, and even a way to send a SmoothGroove anonymously to drop the hint!
SmoothGroove customers range from young club goers who love how it makes them look in their tiny dance gear, to ladies who use it for yoga, horse riding and ballet… the list is endless.
SmoothGroove is made from a medical grade polymer which moulds itself to the contours of the body, making it extremely comfortable. It contains an antibacterial agent to ensure it’s safe, and it’s washable. A number of customers have described the SmoothGroove as ‘so comfortable, you don’t even know it’s there’.
For more information, visit the campaign page – search for ‘smooth groove’ on Indiegogo.com.