innovations in the skin care market by sirlei waterhouse of kao brands

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).

Questions

Contact information

Sirlei.waterhouse@kao.com