Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands
-
Upload
cincyinnovates -
Category
Lifestyle
-
view
1.050 -
download
0
description
Transcript of Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands
![Page 1: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/1.jpg)
Innovation in the skin care market
Sirlei Waterhouse October 18, 2012
![Page 2: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/2.jpg)
Questions
• How many people know something about the Jergens® Brand?
• How many people have ever used Jergens® lotions?
![Page 3: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/3.jpg)
Ref: Merriam/Webster Dictionary
• 1 : the introduction of something new
• 2 : a new idea, method, or device
What is innovation?
![Page 4: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/4.jpg)
Ref: Encyclopedia Britannica Online
Some social changes result from the innovations that are adopted in a society including:
• technological inventions
• new scientific knowledge
• new beliefs
• new fashion in the sphere of leisure.
Effect on social change
![Page 5: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/5.jpg)
Innovation is bigger than the invention
Invention
Implementation
Affects behavior
Adds value
INNOVATION = an invention + that is implemented +
that affects behavior + adds value
![Page 6: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/6.jpg)
Skin Care Innovation
Jergens® natural glow Daily
Moisturizer delivers an optimum
amount of color to even out and
enrich the appearance of your skin.
Formulated with a unique blend of
Erythrulose, DHA and essential
moisturizers to gradually develop a
natural glow without streaking.
Simply moisturize your skin to keep
a beautiful and natural glow.
![Page 7: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/7.jpg)
Face Care Innovation
Jergens® natural glow Face
Daily Moisturizer is specifically
formulated for faces.
This is a lightweight, non-greasy
blend that delivers the optimum
amount of naturally glowing
color to even out and enrich the
appearance of your skin.
![Page 8: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/8.jpg)
How the news spread in 2005
New York Times April 24, 2005
![Page 9: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/9.jpg)
Some women’s magazines have described Jergens® natural
Glow Daily Moisturizer as an essential fashion accessory.
Fashion News
![Page 10: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/10.jpg)
Innovation Process
• Define a specific consumer need to shape the vision.
• Build on the brand’s heritage.
• Optimize the technology.
• Communicate the benefits and usage instructions clearly.
• Maintain consistent product quality.
• Advertise the physical and emotional benefits.
• Launch at the right time.
• Select team members with passion, persistence, and willingness to defy the conventional wisdom.
![Page 11: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/11.jpg)
Define The Specific Consumer Need
• Know your consumers and their aspirations.
• Learn about their skin care routines and favorite products.
• Understand the consumer’s emotions at different steps of the skin care routine.
• Create a brand vision based on the consumer’s physical and emotional needs.
![Page 12: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/12.jpg)
Aspiration: Color Me Beautiful
Brand Vision: the consumer’s needs
• physical
• emotional
“Deliver a natural-looking tan as easily as using a daily moisturizer”
![Page 13: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/13.jpg)
Build On The Brand’s Heritage
• The beliefs and feelings about your brand
• Emphasize the positive emotion
• Build on the equity
• Envision beyond!
![Page 14: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/14.jpg)
Optimize Technology
• Translate the desired benefits to measurable attributes.
• Develop test methods to quantify those attributes.
• Explore technologies capable of delivering the benefits.
• Evaluate prototypes often among users.
![Page 15: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/15.jpg)
Communicate the Benefits and Usage Instructions Clearly
• Use the product name to communicate the benefit.
• Help the consumer select the right shade for her skin color.
• Provide specific usage instructions on package to help the consumer attain the desired color and to improve satisfaction.
![Page 16: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/16.jpg)
Maintain Consistent Quality
• Find out what quality means to customers.
• Translate the product’s benefits to attributes that can be monitored and controlled in production.
• Provide consistency in appearance and fragrance of product.
• Have a robust product that has low level of variability in production or delivery of services.
• Deliver the product benefit with every use.
![Page 17: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/17.jpg)
Advertise the Physical and Emotional Benefits
• Advertise in media that reaches intended users.
• Use consumer language.
• Communicate the benefit quickly.
• Convey the emotional benefits and make the connection with the consumer’s aspirations.
![Page 18: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/18.jpg)
Launch at the Right Time “The Glow Season”
• Match higher usage time - Spring
• Monitor the trends.
In 2005 bare legs was the fashion in the USA, and Jergens® natural glow became the new fashion accessory.
In 2012, the health concerns associated with tanning beds and UV light are gaining more attention.
![Page 19: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/19.jpg)
The Glow Category
• Innovation can create new product categories.
• Several cosmetic companies followed Jergens® natural glow with their color enhancing moisturizers.
![Page 20: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/20.jpg)
Team factors
• Shared vision
• Passion
• Persistence
• Willingness to defy the conventional wisdom
• Attention to details
![Page 21: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/21.jpg)
Innovation Process
• Define a specific consumer need to shape the vision.
• Build on the brand’s heritage.
• Optimize the technology.
• Communicate the benefits and usage instructions clearly.
• Maintain consistent product quality.
• Advertise the physical and emotional benefits.
• Launch at the right time.
• Select team members with passion, persistence, and willingness to defy the conventional wisdom.
![Page 22: Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands](https://reader035.fdocuments.in/reader035/viewer/2022081403/5557c1dcd8b42a696c8b5449/html5/thumbnails/22.jpg)
Jergens® natural glow Innovation
• Invention: Daily moisturizer with skin color enhancers
• Implementation: A natural-looking tan in a tube available at Wal-mart and other retailers.
• Affect behavior: Moisturize for a natural looking tan instead of sun bathing or using tanning beds.
• Add value: provide a safe alternative to UV exposure (sun and tanning beds).