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
copyright: Madison Morris 2009
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.
copyright: Madison Morris 2009
copyright: Madison Morris 2009
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
copyright: Madison Morris 2009
copyright: Madison Morris 2009
The
hopscotch© model for a successful beauty & personal care product…
copyright: Madison Morris 2009
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?
Who am I to the world?
copyright: Madison Morris 2009
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.
copyright: Madison Morris 2009
Self-actualization
Self-actualization
Who am I to myself?
Who am I to myself?
Who am I to the world?
Who am I to the world?
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)
copyright: Madison Morris 2009
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).
copyright: Madison Morris 2009
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…
copyright: Madison Morris 2009
copyright: Madison Morris 2009
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
copyright: Madison Morris 2009
Answer: Nivea Touch of radiance
Nivea Touch of Radiance
Caress Glowing Touch?
or
copyright: Madison Morris 2009
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.
copyright: Madison Morris 2009
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 …
copyright: Madison Morris 2009
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
copyright: Madison Morris 2009
copyright: Madison Morris 2009
Philosophy•Created in 1996
•Estimated sales $140 million
•#1 beauty brand on QVC
•#1 skin care & bath & body brand in Sephora
stores
copyright: Madison Morris 2009
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.
copyright: Madison Morris 2009
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.
copyright: Madison Morris 2009
The diverse offerings don’t endanger other products in the brand;
they allow to pick an item best suiting a current mood.
copyright: Madison Morris 2009
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
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