GNC Catalog -- Weak Cover

GNC is a great company. I buy my vitamins from GNC and own a discount card as well.

However, I was disappointed by their latest direct mail catalog.

Issue? Very weak lead with no urgency, no specificity, no unique message.

OUR MOST POPULAR SPECIALTY SUPPLEMENTS... (that's it?)

Why waste the precious front cover by just repeating the obvious?

(And look how static and rectangular all the graphic elements are. There is no movement here to match the "energy" we are supposed to get from these wonderful products...)

Where are the benefits?

Why should I get excited about and buy Triflex? CoQ-10? or Fish Body Oil?

This is a perfect example of a catalog cover gone to waste.

But it doesn't mean that the rest of the catalog is equally disappointing. Far from it.

Here is what I really loved on page 2 -- MEET THE GNC MEDICAL ADVISORY BOARD.

This is a great idea. It immediately projects autohority and confidence in GNC products.