The document describes how an Indian cosmetics brand, Tips and Toes, developed a new dual-tone lipstick product called Duo Tones. Market research found that some consumers wanted to experiment with colors but were concerned about wasting product. Inspired by an ice cream break, the agency came up with the idea of a lipstick with two shades instead of one. Test samples were well-received and advertising showed how Duo Tones allowed wearing different colors for different occasions. The product launch was so successful that the national rollout was delayed due to overwhelming early demand.

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Tips & Toes
Duo Tones
Product Innovation
How an ice cream can create a
new product…
Year 1997
Author: Tagore Berry

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Background 1997
• After the successful launch of the 80 shades collection
the agency under took a consumer research to
understand the consumer reaction to the new
introduction.
• Certain interesting facts came to light :
1. The young affluent adventurous metro women was experimenting with
the new wacky shades and increasing her colour wardrobe.
2. The young conservative women was still sticking to the tried and tested
colours, with a few experimenting with safe shades ( i.e. colours close
to the ones they were familiar with e.g. Browns a shade lighter or a
shade darker )
3. The second group liked the option of colour choices available with the
Tips and Toes range, but voiced a concern “ How much can one spend
on cosmetics they are expensive and if a colour does not suit -- it goes
to waste ”.
4. Nail polish impulse purchase was higher than lipsticks, due to lower
price of the product when compared to lipstick.
Author: Tagore Berry

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Excise rate changes
• Around mid August 97 the government decides to
change the excise collection process
• Excise would be charged on the Maximum Retail Price
instead of the earlier charged on manufacturing cost.
• Product price likely to go up by 15% due to this revision
Author: Tagore Berry

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The clients brief
• The brand stands for quality products with value for
money equation.
• Address the two issues :
1. Increase Tips and Toes lipstick product consumption by inducing
purchase of alternative colours.
2. Help in developing ideas that will make women buy Tips and Toes
lipsticks to experiment and get adventurous with their lipstick
consumption.
Author: Tagore Berry

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Agency brain storms
• Tries to address the problem -
• How do we get the women to experiment with our
colour options without making her spend anything
extra ?
• Many options were looked at from promotions to special
trail offers at discounts..
• But none of them guaranteed that the consumer would
bite the offer as it involved spending more to get more.
Author: Tagore Berry

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The break makes the difference…
• The Trikaya Grey team takes an ice cream break goes to
Snowman’s ice cream parlour
• Choices available plain vanilla and combination of vanilla
with strawberry or chocolate.
• All members opt for combinations.
• A harmless statement by the executive – “See how
greedy we are, no one wants one flavour”
• Stops us to think - all wanted the taste of both flavours
without paying anything extra. BINGO !!!
• Can we give two colours in the same lipstick so that
a consumer sees a value addition at no extra cost ?
Author: Tagore Berry

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Agency Excited…
• Agency sketches a crude prototype of
a lipstick with two colours.
• Client likes the concept, refines the
design and within 15 days delivers the
first samples.
• Client develops 16 new colour
combinations for the new product
launch.
Author: Tagore Berry

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Advertising development
• Target Audience --
• Young women in the age group of 16 -24 yrs who are confident and
aware about their looks and presentation.
• She would dress with the times and spend money on getting the
latest fashions in clothes.
• She would be either living of her pocket money, or of small earnings
she makes working part time as a hostess or sales girl
• She is a smart shopper who would dress like her rich friend, but
would pick it up, not at a boutique, but a friendly next door store or
at fashion street where she gets value for money deals.
• She would regularly visit the makeup counters to keep in touch with
the latest happenings and would pickup something new that gives
her value for money.
Author: Tagore Berry

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Communication strategy
• Promote the concept benefit so as to avoid
falling into a new fad trap.
• Show product usage/versatility of the concept
and how it fits their lifestyle.
• Avoid the price advantage - let the consumer
perceive it i.e. two colours at the price of one
lipstick.
Author: Tagore Berry

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Consumer Insight
• Women have a dual personality i.e.
– They are a sister/daughter/mother side
– They also have a naughty side of girlfriend/lover/rebel
• Duo Tones gave us an opportunity to make the
product relevant to the different shades of a
women.
• There by helping to make a better connect and
product relevance in a women's life
Author: Tagore Berry

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Creative Execution
• The new Tips and Toes Duo Tones ad
campaign shows how the option of two colours
in a single lipstick can add excitement in
dressing up for different occasions/moods
without having to use different lipsticks.
• The creative developed show real different slice
of life situations and how Tips and Toes Duo
Tones doubles the fun in looking right for the
occasion without any fuss.
Author: Tagore Berry

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Results
• Tips and Toes launched the Duo Tones in Mumbai in
end October ‘97 and planned to go national in
December ‘97.
• But the response to just one ad released and the P.
R. activities undertaken generated an overwhelming
consumer demand, forcing the clients to delay the
national launch.
Author: Tagore Berry

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Tips and Toes Trikaya Grey Team
• Creative Team - Ronnie Wadia Creative Director,
Tushar Wadwalkar Creative Grouphead Art, Sean
Colaco Sr. Copy Writer
• Client Servicing - Tagore Berry Director Client Services,
Farha Ahmad Sr. Account Executive
Author: Tagore Berry