Successful Beauty & Personal Care Product - Model draft

copyright: Madison Morris 2009

Genie in a bottleGenie in a bottle

Some thoughts on successful Some thoughts on successful BPC product innovationsBPC product innovationsMadison MorrisMadison MorrisHeavy User, Ltd.Heavy User, Ltd.

recessionrise of private label products

intense competition

are only some of the factors that can hamper the emergence of new BPC (Beauty

& Personal Care) product


When asked in the 7th annual “Most Memorable New Product Launch” survey

about new products from 2008, 69 percent of survey respondents could not remember a

single new product launched during the year.



Because of the challenges we have discussed, and to strictly adhere to sound business strategies, the new BCP product shouldn’t be a gamble for a company …

There is , however, a method that can help the company beats the odds…

And to highlight the method’s ease and practicality as well to avoid the megalomaniac urge to name it after me, I’ll call it a BCS Hop Scotch



The

hopscotch© model for a successful beauty & personal care product…


Successful product

Successful product

Self-actualizati

on

Self-actualizati

on

BenefitsBenefits

UseUse

Who am I to myself?Who am I to myself?

Who am I to the world?



Successful product

Successful product

Successful new BPC product

would not cannibalize the existing products in the brand

would create a new category or face minimal competition in the existing category.


Self-actualization

Self-actualization

Who am I to myself?

Who am I to myself?



By using a product a consumer/customer answers an

indirectly asked question: Who am I?

A new product can POSITIVELY help with this self-search

(as demonstrated in the next product case)


Benefits (Story)

Benefits (Story)

Direct benefits… …seamlessly transition into… …which really is…

…indirect benefits

Sun protection Reduced appearance of wrinkles Younger appearance = Sex appeal

Reduced risk of skin cancer caused by sun exposure

Reduced risk=reduced anxiety over potentially fatal disease=feeling of control

Hygiene Clean skin Social acceptance

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


Benefits (Story)

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 all the products in the category are the same except for the price.

Another challenge is to present benefits in a form of a

captivating story-avoiding simply enlisting benefits

but-also avoiding ambiguity

Below see two typical mistakes…



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

Zoolander: (2001)

Is the description below of

“Experience the sparkling sensation and tantalizing scent of [insert correctcorrect name here]. It gently cleanses skin, leaving you and your body feeling beautiful all day long.–Enriched with sparkling diamond powder and conditioners –Exquisite pearlescent cream oil creates a supreme lather that glides over skin and rinses smoothly”

From Walgreens.com


Answer: Nivea Touch of radiance

Nivea Touch of Radiance

Caress Glowing Touch?

or


UseUseParadoxically, although most BPC products have to be used over and over they are often advertised to imply a permanent or imminent delivery of benefit.

That paradox often causes some consumers to become suspicious of the products as in case of wrinkle creams or anti-cellulite potions.


Let’sLet’s

put this model to a test put this model to a test

looking at one particular looking at one particular

category …category …


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.com It’s a Wash Nov 2009)

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.) 2,070

2012 (fore.) 2,145

2013 (fore.) 2,226



Philosophy•Created in 1996

•Estimated sales $140 million

•#1 beauty brand on QVC

•#1 skin care & bath & body brand in Sephora

stores


Creator, Cristina Carlino

was herself searching for self- actualization.

She wrote a self book Rainbow Connection about her internal struggles.

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


The Philosophy 3-1 bath body washes help self-actualize the consumer as a individual category of customer;

in this case someone who cares about high quality skin care, but don’t want to appear too obsessed with/by it.


The diverse offerings don’t endanger other products in the brand;

they allow to pick an item best suiting a current mood.


Direct benefits…

…seamlessly transition into……which is really…

…indirect benefits

3 in 1 formula Ability to multitask

Mood-enhancing scents

Transformation

High quality ingrediences

Elimination of danger of allergic reactionsAssurance of active/highly effective ingrediences

Less worries, more time to enjoying the relaxation effect of the product

Food-based scents

Ability to indulge without calories

Healthy life strategy

Successful Beauty & Personal Care Product - Model draft

Lifestyle

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