innovations in the skin care market by sirlei waterhouse of kao brands
DESCRIPTION
Sirlei Waterhouse describes how Kao Brands Jergen's Skin Care product line created a new skin care category.TRANSCRIPT
Innovation in the skin care market
Sirlei Waterhouse October 18, 2012
Questions
• How many people know something about the Jergens® Brand?
• How many people have ever used Jergens® lotions?
Ref: Merriam/Webster Dictionary
• 1 : the introduction of something new
• 2 : a new idea, method, or device
What is innovation?
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
Innovation is bigger than the invention
Invention
Implementation
Affects behavior
Adds value
INNOVATION = an invention + that is implemented +
that affects behavior + adds value
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.
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.
How the news spread in 2005
New York Times April 24, 2005
Some women’s magazines have described Jergens® natural
Glow Daily Moisturizer as an essential fashion accessory.
Fashion News
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.
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.
Aspiration: Color Me Beautiful
Brand Vision: the consumer’s needs
• physical
• emotional
“Deliver a natural-looking tan as easily as using a daily moisturizer”
Build On The Brand’s Heritage
• The beliefs and feelings about your brand
• Emphasize the positive emotion
• Build on the equity
• Envision beyond!
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.
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.
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.
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.
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.
The Glow Category
• Innovation can create new product categories.
• Several cosmetic companies followed Jergens® natural glow with their color enhancing moisturizers.
Team factors
• Shared vision
• Passion
• Persistence
• Willingness to defy the conventional wisdom
• Attention to details
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.
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).
