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® lotio...
What is innovation?     • 1 : the introduction of something new     • 2 : a new idea, method, or deviceRef: Merriam/Webste...
Effect on social change Some social changes result from the innovations   that are adopted in a society including: •   tec...
Innovation is bigger than the invention            Invention       Affects behavior           Implementation        Adds v...
Skin Care InnovationJergens® natural glow DailyMoisturizer delivers an optimumamount of color to even out andenrich the ap...
Face Care Innovation       Jergens® natural glow Face       Daily Moisturizer is specifically       formulated for faces. ...
How the news spread in 2005New York Times April 24, 2005
Fashion NewsSome women’s magazines have described Jergens® natural Glow Daily Moisturizer as an essential fashion accessory.
Innovation Process•   Define a specific consumer need to shape the vision.•   Build on the brand’s heritage.•   Optimize t...
Define The Specific Consumer Need• Know your consumers and their aspirations.• Learn about their skin care routines and fa...
Aspiration: Color Me BeautifulBrand Vision: the consumer’s needs• physical• emotional“Deliver a natural-looking tan as eas...
Build On The Brand’s Heritage          • The beliefs and feelings about            your brand          • Emphasize the pos...
Optimize Technology• Translate the desired benefits to measurable  attributes.• Develop test methods to quantify those  at...
Communicate the Benefits and Usage      Instructions Clearly            • Use the product name to              communicate...
Maintain Consistent Quality• Find out what quality means to customers.• Translate the product’s benefits to attributes tha...
Advertise the Physical and Emotional              Benefits•   Advertise in media that reaches intended users.•   Use consu...
Launch at the Right Time       “The Glow Season”• Match higher usage time - Spring• Monitor the trends.  In 2005 bare legs...
The Glow Category• Innovation can create new product categories.• Several cosmetic companies followed Jergens®  natural gl...
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 t...
Jergens® natural glow Innovation• Invention: Daily moisturizer with skin color enhancers• Implementation: A natural-lookin...
QuestionsContact informationSirlei.waterhouse@kao.com
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Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands

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Sirlei Waterhouse describes how Kao Brands Jergen's Skin Care product line created a new skin care category.

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Innovations in the Skin Care Market by Sirlei Waterhouse of Kao Brands

  1. 1. Innovation in the skin care market Sirlei Waterhouse October 18, 2012
  2. 2. Questions • How many people know something about the Jergens® Brand? • How many people have ever used Jergens® lotions?
  3. 3. What is innovation? • 1 : the introduction of something new • 2 : a new idea, method, or deviceRef: Merriam/Webster Dictionary
  4. 4. Effect on social change 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.Ref: Encyclopedia Britannica Online
  5. 5. Innovation is bigger than the invention Invention Affects behavior Implementation Adds valueINNOVATION = an invention + that is implemented + that affects behavior + adds value
  6. 6. Skin Care InnovationJergens® natural glow DailyMoisturizer delivers an optimumamount of color to even out andenrich the appearance of your skin.Formulated with a unique blend ofErythrulose, DHA and essentialmoisturizers to gradually develop anatural glow without streaking.Simply moisturize your skin to keepa beautiful and natural glow.
  7. 7. 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.
  8. 8. How the news spread in 2005New York Times April 24, 2005
  9. 9. Fashion NewsSome women’s magazines have described Jergens® natural Glow Daily Moisturizer as an essential fashion accessory.
  10. 10. 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.
  11. 11. 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.
  12. 12. Aspiration: Color Me BeautifulBrand Vision: the consumer’s needs• physical• emotional“Deliver a natural-looking tan as easily as using a daily moisturizer”
  13. 13. Build On The Brand’s Heritage • The beliefs and feelings about your brand • Emphasize the positive emotion • Build on the equity • Envision beyond!
  14. 14. 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.
  15. 15. 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.
  16. 16. 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.
  17. 17. 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.
  18. 18. 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.
  19. 19. The Glow Category• Innovation can create new product categories.• Several cosmetic companies followed Jergens® natural glow with their color enhancing moisturizers.
  20. 20. Team factors• Shared vision• Passion• Persistence• Willingness to defy the conventional wisdom• Attention to details
  21. 21. 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.
  22. 22. 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).
  23. 23. QuestionsContact informationSirlei.waterhouse@kao.com
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