Jodi Gordon gets embroiled in spat between rival vitamin companies

16 mins read

[ad_1]

Jodi Gordon has become embroiled in a messy spat between rival vitamin companies after she shared a sponsored post for Life Botanics last week. 

The former Neighbours actress entered the vitamin wars when she shared a marketing post of her holding the company’s Energy and Hair supplement. 

According to report in the Sunday Telegraph this is the first time she has shared a sponsored post with her ‘switching comments off’.   

Warring: Actress Jodi Gordon got embroiled in spat between rival vitamin companies after a sponsored post for Life Botanics saw her'restrict comments' - but some claim she could have gotten up to'$200,000 for a one-year contract', according to a report in the Sunday Telegraph

Warring: Actress Jodi Gordon got embroiled in spat between rival vitamin companies after a sponsored post for Life Botanics saw her ‘restrict comments’ – but some claim she could have gotten up to ‘$200,000 for a one-year contract’, according to a report in the Sunday Telegraph

‘Jodi is our brand ambassador and we need to look after her mental health,” a spokesperson for Life Botanics told the publication.   

“We didn’t want her to be subjected to the disgusting DMs that we got.’ 

Despite entering into the fray, Jodi is said to be being paid handsomely for a possible ‘one year contract’ with the brand.    

Bank:'Jodi would being getting paid an attractive fee for this … up to $200,000 if it is a one-year contract,' an insider told the publication. Pictured: Jodi

 Bank: ‘Jodi would being getting paid an attractive fee for this … up to $200,000 if it is a one-year contract,’ an insider told the publication. Pictured: Jodi 

‘Jodi would being getting paid an attractive fee for this … up to $200,000 if it is a one-year contract,’ an insider told the publication. 

Daily Mail Australia has reached out to Gordon for comment. 

The vitamin war has been waging between influencer-friendly brand JSHealth and discount substitute, Life Botanics.    

Life Botanics last week publicly shared formulation breakdowns of a JSHealth product and a similar Life Botanics product, demonstrating how the budget brand offers ‘premium ingredients without the premium price tag’.

Upset: The vitamin war has been waging between influencer-friendly brand JSHealth and discount substitute, Life Botanics. Pictured: JSHealth's Jessica Sepel

Upset: The vitamin war has been waging between influencer-friendly brand JSHealth and discount substitute, Life Botanics. Pictured: JSHealth’s Jessica Sepel

In response, Ms Sepel wrote on Instagram: ‘As you may have seen, there are copycats trying to replicate our vitamins. I just want you to know that JSHealth Vitamins is built on trust and efficacy.  

‘The person behind this brand does not stand for that. Our formulations are NOT identical. The advertising statements are false. Our synergy of ingredients are unique to us. It took me and a team of experts many years to perfect them.’

Ms Sepel added: ‘It’s now just unethical to see how retailers are allowing for this brand to be sold. And I’m confident, this will not be a strategy that equates to success.  

Vitamin wars: The messy spat between rival vitamin companies has deepened with JSHealth founder Jessica Sepel (pictured) saying the kelp in her products is'exclusive' to her brand

Vitamin wars: The messy spat between rival vitamin companies has deepened with JSHealth founder Jessica Sepel (pictured) saying the kelp in her products is ‘exclusive’ to her brand

‘JSHealth Vitamins cannot and will never be replicated. To anyone feeling confused or misled by the copycats, please know: JSHealth Vitamins will always be the brand that supports you, from a place of genuine care for your health.’

Ms Sepel concluded by encouraging her fellow female business founders to never ‘let anyone try to diminish what you have built or what you are capable of’.  

‘What I’ve learnt is – doing what is right, with good intentions – wins. Every. Single. Time,’ she wrote.  

 

Near-identical: Life Botanics, which is sold at Coles, on Friday publicly shared formulation breakdowns of a JSHealth product and a similar Life Botanics product, demonstrating how the budget brand offers'premium ingredients without the premium price tag'

Near-identical: Life Botanics, which is sold at Coles, on Friday publicly shared formulation breakdowns of a JSHealth product and a similar Life Botanics product, demonstrating how the budget brand offers ‘premium ingredients without the premium price tag’ 

Not backing down, Ms Sepel responded in the comments section of Life Botanics’ formulation comparison, asking where the kelp was sourced from and why the cheaper brand was ‘misleading’ its customers.

‘But where is the kelp is sourced from is different? It’s exclusive to JSHealth? Why are you misleading your customers? It’s not right for them…’ she wrote. 

She also commented underneath an advert for Life Botanics which claimed the two vitamin brands had ‘identical formulations’, writing: ‘This is untrue. 

Furious: The drama began last month when Life Botanics announced a'two bottles for $40' deal for its wellness vitamins. Pictured: JSHealth founder Jessica Sepel

Furious: The drama began last month when Life Botanics announced a ‘two bottles for $40’ deal for its wellness vitamins. Pictured: JSHealth founder Jessica Sepel

‘Our kelp is exclusive to JSHealth. Has been for four years. So it’s a false claim.’

Daily Mail Australia has contacted Ms Sepel for further comment.   

The drama began late last month when Life Botanics announced a ‘two bottles for $40’ deal for its wellness vitamins, which are sold at Coles supermarkets.

'How low can you go?' Ms Sepel lashed out at Life Botanics after the budget brand announced a'two bottles for $40' deal for its wellness vitamins, which are sold at Coles supermarkets, and used the tagline:'If you love JSHealth vitamins, you will love Life Botanics'

‘How low can you go?’ Ms Sepel lashed out at Life Botanics after the budget brand announced a ‘two bottles for $40’ deal for its wellness vitamins, which are sold at Coles supermarkets, and used the tagline: ‘If you love JSHealth vitamins, you will love Life Botanics’

Life Botanics angered Ms Sepel by spruiking the deal on social media alongside the tagline: ‘If you love JSHealth vitamins, you will love Life Botanics. Identical formulations, same results, half the price.’

A single bottle of JSHealth’s ‘skin and digestion’ vitamins – which Life Botanics sells with similar ingredients – retails online for $45.

Ms Sepel, whose multimillion-dollar company is based in Sydney’s Double Bay, shared Life Botanics’ advert with her 390,000 Instagram followers, and wrote: ‘This is another level of not OK. How low can you go?’

Emotional: Ms Sepel also shared a tearful selfie, alongside the caption:'Please help me. Please reach out to this company copying us... Morally, this is just awful to stomach'

Emotional: Ms Sepel also shared a tearful selfie, alongside the caption: ‘Please help me. Please reach out to this company copying us… Morally, this is just awful to stomach’

‘I have the strongest community in the world, so please know this is NOT our brand and can never be. Our ingredients are very unique. Our community will help stop this from happening,’ she added.  

‘I just have no words for how morally low people will go to make money. Luckily JSHealth was built on efficacy and trust, not the dollars.’ 

In response to these claims, Lauren Jones, Senior Marketing Manager at Life Botanics, told Daily Mail Australia: ‘We have tremendous respect for the JSHealth products and as manufacturers we have the opportunity to offer consumers better value at a more affordable, everyday price. 

Furious:'Please know this is NOT our brand and can never be. Our ingredients are very unique. Our community will help stop this from happening,' Ms Sepel said in response to Life Botanics' claim its products have'identical formulations' to those of JSHealth products

Threat: Ms Sepel then vowed'legal action now has to happen'

Furious: ‘Please know this is NOT our brand and can never be. Our ingredients are very unique. Our community will help stop this from happening,’ Ms Sepel said in response to Life Botanics’ claim its products have ‘identical formulations’ to those of JSHealth products

‘At its core, healthy competition is a part of the Australian retail market. Our goal is to bring premium-quality products at an affordable price, no matter who we compare ourselves to.’   

Ms Sepel also shared a tearful selfie, alongside the caption: ‘Please help me. Please reach out to this company copying us. I don’t care for copycats usually.

‘But morally, this is just awful to stomach. Is this what people will do to make money? We’ve worked hard for a decade to be the most trusted vitamin brand in the world. I know we always will be.

‘But this is causing our customers to feel misled. Our ingredients cannot be replicated because they are exclusive to us (most of them). They are using my name for advertising.’

Ms Sepel then vowed ‘legal action now has to happen’. 

Success story: Ms Sepel and her husband, JSHealth CEO Dean Steingold, once made the Australian Financial Review's Young Rich List with an estimated worth of $426million

Success story: Ms Sepel and her husband, JSHealth CEO Dean Steingold, once made the Australian Financial Review’s Young Rich List with an estimated worth of $426million

Ms Jones responded to these claims by saying: ‘We have only been using comparative advertising to communicate the strengths of our products. This is similar to many examples in the market such as the Aldi advertising model.’   

The dispute between the two vitamin companies escalated when Ms Sepel accused Life Botanics of lying about a charitable donation.

Life Botanics announced on Instagram it had made a $20,000 donation to Breast Cancer Network Australia after selling out of its energy and hair vitamins.

Ms Sepel commented below the post: ‘This is even worse. Lies about charity.’

However, a spokesperson for BCNA told Daily Mail Australia a donation had been made, confirming on Monday: ‘We can confirm a donation has been received. 

‘It was a nice surprise. All donations go towards BCNA’s services to provide information and support to Australians affected by breast cancer.’

Ms Jones of Life Botanics added: ‘We are deeply disappointed that JSHealth misled their followers that we did not make a donation to our charity partner.

‘Giving back to consumers and the community is what we are all about.’   

Ms Sepel shared another post revealing why she’d decided to spark an online row with her competition, writing: ‘You may wonder if my posts are directing attention to this brand that they do not deserve.

‘I don’t really care about that to be dead honest, because they aren’t a threat.

‘I have to stand up for what is right in life. I have to stop this from happening to any other fellow female founders. I have to do this for my brand. I have to protect my formulas. I have to call out such disrespect. It feels right to do so.’  

Meanwhile, Life Botanics ambassador Jodi Gordon threw her support behind the affordable brand, saying in a press release: ‘I’ve always taken care of myself inside and out, and a huge part of that is taking the right supplements.

Donation dispute: The row between the two vitamin companies escalated when Ms Sepel accused Life Botanics of lying about a charitable donation on Instagram

Donation dispute: The row between the two vitamin companies escalated when Ms Sepel accused Life Botanics of lying about a charitable donation on Instagram

‘But not everyone has been able to afford premium supplements. Other brands have made their products so expensive that ordinary people just can’t afford them.

‘That’s why I love Life Botanics: they put people first with the same amazing ingredients and results for half the price.’   

Ms Jones also said: ‘We use the same ingredients as JSHealth but Life Botanics is less than half the price. 

Having her say: Ms Sepel shared another post revealing why she'd decided to spark an online row with her competition

Having her say: Ms Sepel shared another post revealing why she’d decided to spark an online row with her competition

‘We absolutely love the JSHealth products that are made for her by other contract manufacturers; however, we feel that everyone should be able to afford them and not just people willing to pay the brand tax.’ 

Ms Sepel and her husband, JSHealth CEO Dean Steingold, once made the Australian Financial Review’s Young Rich List with an estimated worth of $426million.

The company’s roaring success now sees JSHealth sell a bottle of vitamins every 10 seconds, and there are now plans to expand into Britain, North America and Asia. 

Support: Meanwhile, Life Botanics ambassador Jodi Gordon (pictured) threw her support behind the brand, saying in a press release:'I’ve always taken care of myself inside and out, and a huge part of that is taking the right supplements. That’s why I love Life Botanics: they put people first with the same amazing ingredients and results for half the price'

Support: Meanwhile, Life Botanics ambassador Jodi Gordon (pictured) threw her support behind the brand, saying in a press release: ‘I’ve always taken care of myself inside and out, and a huge part of that is taking the right supplements. That’s why I love Life Botanics: they put people first with the same amazing ingredients and results for half the price’

A JSHealth spokesperson told Daily Mail Australia last month: ‘Aside from the legalities involved in this case [with Life Botanics], what is most disappointing is the complete disregard for consumers.

‘JSHealth Vitamins is a brand built on efficacy and trust. Our formulas are completely unique, created with ingredients exclusive to JSHealth. 

‘Our JSHealth community trusts us, as is evident in their response to this blatant social media marketing campaign.’ 

Affordable: Lauren Jones, Senior Marketing Manager at Life Botanics, said:'We use the same ingredients as JSHealth but Life Botanics is less than half the price. We absolutely love the JSHealth products that are made for her by other contract manufacturers; however, we feel that everyone should be able to afford them and not just people willing to pay the brand tax'

Affordable: Lauren Jones, Senior Marketing Manager at Life Botanics, said: ‘We use the same ingredients as JSHealth but Life Botanics is less than half the price. We absolutely love the JSHealth products that are made for her by other contract manufacturers; however, we feel that everyone should be able to afford them and not just people willing to pay the brand tax’

[ad_2]

Leave a Reply

Your email address will not be published.

Latest from Blog