Successful Beauty & Personal Care Product - Improved

8/14/2019 Successful Beauty & Personal Care Product - Improved

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copyright: Madison Morris 2009

Genie in a bottleGenie in a bottle

Some thoughts on successfulSome thoughts on successfulBPC product innovationsBPC product innovationsMadison MorrisMadison MorrisHeavy User, Ltd.Heavy User, Ltd.


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recessionrise of private label products

intense competitionare only some of the factors that can

hamper the emergence of new BPC (Beauty

& Personal Care) product



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When asked in the 7 th annual Most

Memorable New Product Launch surveyabout new products from 2008, 69 percentof survey respondents could not remember a

single new product launched during the

year.



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Because of the challengeswe have discussed, andto strictly adhere tosound businessstrategies, the new BCPproduct shouldnt be a

gamble for a company


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There is , however, a method that canhelp the company beats the odds

And to highlight the methods easeand practicality as well to avoid themegalomaniac urge to name it afterme, Ill call it a BCS Hop Scotch



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The

hopscotch model for asuccessful beauty& personal careproduct


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Successfulproduct

Self-actualizati

on

Benefits

Use

Who am Ito myself?

Who am Ito the

world?


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Successfulproduct

Successful new BPC

productwould not cannibalize theexisting products in the brand

would create a new category orface minimal competition in theexisting category.


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Self-actualization

Who am I tomyself?

Who am I tothe world?

By using a product aconsumer/customer answers an

indirectly asked question: Who amI?

A new product can POSITIVELY help

with this self-search(as demonstrated in the next

product case)


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Benefits(Story)

Direct benefits seamlessly transition intowhich really is

indirect benefits

Sun protection Reduced appearance of wrinkles Younger appearance= Sex appeal

Reduced risk of skin cancercaused by sun exposure

Reducedrisk=reduced anxietyover potentially fataldisease=feeling of control

Hygiene Clean skin Social acceptance

Benefits of the products are its characteristics(smell, foaming, acidity, cleaning agents).


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Benefits(Story)

Benefits of the products are its characteristics(smell, foaming, acidity, its reaction on the skin).

There is ever-present danger of affixing Price to a BPC product (e.g.Suave) as its benefit.

The price difference indicates that allthe products in the category are thesame except for the price.


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Another challengeis to present benefits in a form of a

captivating story-avoiding simply enlisting benefits

but-also avoiding ambiguity

Below see two typical mistakes



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Moisture is the essence of wetness, and wetness is theessence of beauty

Zoolander: (2001)


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Is the description below of

Experience the sparkling sensation andtantalizing scent of [insert correctcorrect namehere].

It gently cleanses skin, leaving you andyour body feeling beautiful all day long. Enriched with sparkling diamondpowder and conditioners

Exquisite pearlescent cream oil createsa supreme lather that glides over skinand rinses smoothly

From Walgreens.com

copyright: Madison Morris 2009 A n s w e r :

N i v e a T o u c h o f r a d i a n c e

Nivea Touchof Radiance

Caress Glowin

Touch?

or


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UseParadoxically, although mostBPC products have to be usedover and overthey are often advertised toimply a permanent or imminentdelivery of benefit.

That paradox often causes

some consumers to becomesuspicious of the products as incase of wrinkle creams or anti-cellulite potions.


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LetsLets

put this model to a testput this model to a test

looking at one particularlooking at one particularcategory category


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According to Information Resources, Inc.(IRI), a Chicago IL-based market research firm

the sales of liquid body wash rose 5.2%to $743.4 million,compared to the last year.

(happi.comIts a Wash Nov 2009)


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Total U.S. sales and forecast for body soap/gel,at current prices, 2003-13 (Mintel.com, 2009)

Year Body soap/gel $million

2003 1,732

2004 1,665

2005 1,696

2006 1,772

2007 1,831

2008 1,880

2009 (est.) 1,927

2010 (fore.) 1,994

2011 (fore.) 2,0702012 (fore.) 2,145

2013 (fore.) 2,226



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PhilosophyCreated in 1996

Estimated sales $140 million

#1 beauty brand on QVC

#1 skin care & bath & body brand in Sephora

stores


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Creator, Cristina Carlino

was herself searching for self-actualization.

She wrote a self book RainbowConnection about her internalstruggles.

Her customer/consumers can identifywith the musings she writes herself and puts on the packaging.


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The Philosophy 3-1 bath bodywashes help self-actualize

the consumer as a individualcategory of customer;

in this case someone who

cares about high quality skincare, but dont want toappear too obsessed with/byit.


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The diverse offeringsdont endanger otherproducts in thebrand;

they allow to pick anitem best suiting acurrent mood.


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Directbenefits

seamlesslytransition intowhich is really

indirect benefits

3 in 1 formula Ability to multitask

Mood-enhancingscents

Transformation

High qualityingrediences

Elimination of danger of allergicreactionsAssurance of active/highly

effectiveingrediences

Less worries, moretime to enjoyingthe relaxationeffect of theproduct

Food-basedscents

Ability to indulgewithout calories

Healthy lifestrategy

Successful Beauty & Personal Care Product - Improved

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