copyright: Madison Morris 2009 Genie in a bottle Some thoughts on successful BPC product innovations Madison Morris Heavy ...
recession rise  of private label products intense competition are only some of the factors that can hamper  the emergence ...
When asked in the 7 th  annual “Most Memorable New Product Launch” survey about new products from 2008, 69 percent of surv...
copyright: Madison Morris 2009 Because of the challenges we have discussed, and to strictly adhere to sound business strat...
<ul><li>There is , however, a method that can help the company beats the odds… </li></ul><ul><li>And to highlight the meth...
copyright: Madison Morris 2009 The  hopscotch © model for a successful beauty & personal care product…
copyright: Madison Morris 2009 Successful product Self-actualization Benefits Use Who am I to myself? Who am I to the world?
copyright: Madison Morris 2009 Successful product Successful new BPC product  would not  cannibalize the existing products...
copyright: Madison Morris 2009 Self-actualization Who am I to myself? Who am I to the world? By using a product a consumer...
copyright: Madison Morris 2009 Benefits (Story) Benefits of the products are its characteristics  (smell, foaming, acidity...
<ul><li>There is ever-present danger of affixing Price to a BPC product (e.g. Suave) as its benefit. </li></ul><ul><li>The...
<ul><li>Another challenge  </li></ul><ul><li>is to present benefits in a form of a captivating story </li></ul><ul><li>-av...
copyright: Madison Morris 2009 Moisture is the essence of wetness, and wetness is the essence of beauty  Zoolander: (2001)
Is the description below of  <ul><li>“ Experience the sparkling sensation and tantalizing scent of [insert  correct  name ...
copyright: Madison Morris 2009 Use Paradoxically, although most BPC products have to be used over and over  they are often...
copyright: Madison Morris 2009 Let’s put this model to a test  looking at one particular category …
copyright: Madison Morris 2009 According to Information Resources, Inc.  (IRI), a Chicago IL-based market research firm th...
Total U.S. sales and forecast for body soap/gel,  at current prices, 2003-13 (Mintel.com, 2009)  copyright: Madison Morris...
copyright: Madison Morris 2009 <ul><li>Philosophy </li></ul><ul><li>Created in 1996 </li></ul><ul><li>Estimated sales $140...
copyright: Madison Morris 2009 Creator, Cristina Carlino  was  herself  searching for self- actualization. She wrote a sel...
copyright: Madison Morris 2009 The Philosophy 3-1 bath body washes  help self-actualize the consumer as a individual categ...
copyright: Madison Morris 2009 The diverse offerings don’t endanger other products in the brand; they allow to pick an ite...
copyright: Madison Morris 2009 Direct benefits… … seamlessly  transition into… … which is really…  … indirect benefits 3 i...
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Successful Beauty & Personal Care Product - Model draft

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first rough draft of the potential model of evaluating BPC products

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Successful Beauty & Personal Care Product - Model draft

  1. 1. copyright: Madison Morris 2009 Genie in a bottle Some thoughts on successful BPC product innovations Madison Morris Heavy User, Ltd.
  2. 2. recession rise 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
  3. 3. When asked in the 7 th 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
  4. 4. 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 …
  5. 5. <ul><li>There is , however, a method that can help the company beats the odds… </li></ul><ul><li>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 </li></ul>copyright: Madison Morris 2009
  6. 6. copyright: Madison Morris 2009 The hopscotch © model for a successful beauty & personal care product…
  7. 7. copyright: Madison Morris 2009 Successful product Self-actualization Benefits Use Who am I to myself? Who am I to the world?
  8. 8. copyright: Madison Morris 2009 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.
  9. 9. copyright: Madison Morris 2009 Self-actualization Who am I to myself? 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)
  10. 10. copyright: Madison Morris 2009 Benefits (Story) Benefits of the products are its characteristics (smell, foaming, acidity, cleaning agents). 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
  11. 11. <ul><li>There is ever-present danger of affixing Price to a BPC product (e.g. Suave) as its benefit. </li></ul><ul><li>The price difference indicates that all the products in the category are the same except for the price. </li></ul>copyright: Madison Morris 2009 Benefits (Story) Benefits of the products are its characteristics (smell, foaming, acidity, its reaction on the skin).
  12. 12. <ul><li>Another challenge </li></ul><ul><li>is to present benefits in a form of a captivating story </li></ul><ul><li>-avoiding simply enlisting benefits </li></ul><ul><li>but </li></ul><ul><li>-also avoiding ambiguity </li></ul><ul><li>Below see two typical mistakes… </li></ul>copyright: Madison Morris 2009
  13. 13. copyright: Madison Morris 2009 Moisture is the essence of wetness, and wetness is the essence of beauty Zoolander: (2001)
  14. 14. Is the description below of <ul><li>“ Experience the sparkling sensation and tantalizing scent of [insert correct name here]. </li></ul><ul><li>It gently cleanses skin, leaving you and your body feeling beautiful all day long. </li></ul><ul><ul><li>Enriched with sparkling diamond powder and conditioners </li></ul></ul><ul><ul><li>Exquisite pearlescent cream oil creates a supreme lather that glides over skin and rinses smoothly” </li></ul></ul><ul><ul><li>From Walgreens.com </li></ul></ul>copyright: Madison Morris 2009 Answer: Nivea Touch of radiance Nivea Touch of Radiance Caress Glowing Touch? or
  15. 15. copyright: Madison Morris 2009 Use Paradoxically, 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.
  16. 16. copyright: Madison Morris 2009 Let’s put this model to a test looking at one particular category …
  17. 17. 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)
  18. 18. Total U.S. sales and forecast for body soap/gel, at current prices, 2003-13 (Mintel.com, 2009) copyright: Madison Morris 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
  19. 19. copyright: Madison Morris 2009 <ul><li>Philosophy </li></ul><ul><li>Created in 1996 </li></ul><ul><li>Estimated sales $140 million </li></ul><ul><li>#1 beauty brand on QVC </li></ul><ul><li>#1 skin care & bath & body brand in Sephora stores </li></ul>
  20. 20. 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.
  21. 21. 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.
  22. 22. 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.
  23. 23. 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 reactions Assurance 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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