Oprah Winfrey's Midas' touch has turned the American company that offers various products and services to assist weight loss and maintenance - Weight Watchers' fortunes to gold. With share prices more than tripling since October, when the talk show host and actress Oprah Winfrey joined the board and bought a 10 percent stake in the Weight Watchers company.
Now, the Weight Watchers company will unleash a new Beyond the Scale campaign, a modified program based on a personal assessment that nabs information about lifestyle, challenges and goals.
The Weight Watchers program describes itself in a press release as "a holistic approach to a healthier and happier life, that surrounds the evolving needs, mindsets and science around weight management"
Oprah Winfrey, an American media proprietor, producer and philanthropist, stated in the press release, "Weight Watchers has provided me the instruments to have accountability to myself. I am inviting people who has tried to lose weight before - including with Weight Watchers - to join me and find a new way of being."
Weight Watchers company, which was founded on May 15, 1963 has been struggling to stay out of difficulty and to become larger with as many as 20 million lapsed members, so aligning with the queen of commerce Oprah Winfrey was the best move for the company.
James Chambers, CEO of Weight Watchers, stated that they may be the greatest diet company in the world, but the clients aren't thinking strictly in their diet terms. James Chambers also said that consumers are thinking much more holistically.
Debra Benovitz, SVP global consumer insights, said that the Weight Watchers company is getting rid of the word "diet," as research discovered that Americans have the desire to lose weight but not too fast. Most Americans wanted a lifestyle shift against a short-term fix.
In addition, the 61 year old Oprah Winfrey, took the brand for a test drive, the talk show host liked it, and Oprah Winfrey purchased a 10 percent stake for $43 million.
