In an effort to expand awareness of ThePinkStore.com’s online offerings of pink lifestyle products they are tickled, yes pink, to find a new and truly authentic brand positioning.

It started with an introspective evaluation of why the owner, Beka Doolittle, started her business based on a single color. Then with the combined research on the color pink by creative marketing specialist Lisa Janvrin, owner of Brand Hero, it was clear that the brand is more than just another pretty color in the crowd. They discovered why pink truly is the essential color to be injected into the crazy lifestyles of all women today.

The conclusion is that the color pink is not only feminine, happy, soothing and stylish; it also inspires an aspirational lifestyle that is accessible to all, anywhere. ThePinkStore.com believes that every woman should have a pink “touch point” in her world. The color pink demonstrates calming effects, offering a little bit of serenity in today’s hectic lifestyle of the working mother; student daughter; or caretaker grandmother. Pink provides moments to take a breath.

ThePinkStore.com’s new positioning as a women’s lifestyle brand is authentic to why Beka Doolittle started the company in the first place—to live with a touch of pink in her day. A new advertising and marketing campaign with a focus on women and their aspirational lifestyles will go into effect summer 2014.