Blue spa is launching a new brand focused on skin care and fitness apparel products. They will implement a product line branding strategy, marketing similar but distinct products under the Blue spa brand name. This allows them to leverage economies of scale in advertising while strengthening the brand image. Their strategy involves developing high quality skin care and apparel products to target both mass market and niche consumers. They will utilize multiple distribution channels including spas, retailers, and their own retail stores and website. The goal is to position Blue spa as a quality brand and reach profitability within five years.