expect great answers

From Product Development to Marketing Tap into consumers’ mind to define the optimal value proposition

SKIM | Consumer Research | InnoCos Geneva 2012

Session Agenda

• Introducing SKIM

• Crafting the optimal value proposition: Tapping into consumers’

minds

• A focus on claim testing: your survey’s results!

• Golden rules for optimizing your communication to consumers

2

3

About Mini

4

About Nancy

5

Session Agenda

• Introducing SKIM

• Crafting the optimal value proposition: Tapping into consumers’

minds

• A focus on claim testing: your survey’s results!

• Golden rules for optimizing your communication to consumers

6

Full expression

Idea

Consumer Insight

Self- Identification

Relevance

Product Claim

Motivation to buy

Benefits Reason to Believe

Appeal

Believability

Development

Building and refining your value proposition

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Test:

What:

Let’s start digging into consumers’ mind

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• What triggers them?

• Who are they?

• How can we best communicate with

them?

It all starts with an idea…

• A lotion that combines high

UVA and UVB protection

with a self tanner

• “We need to re-energize our

sun care line: what should

be our next big launch?”

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or a business objective

Is this a real opportunity?

• Is this an un-met need? Is it

top of mind for consumers?

• Can consumers identify

with this situation? Is it

relevant to them?

• If yes, to whom? To how

many?

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“I know I am doing the right thing for my skin when I use a

high SPF sunscreen but I long for a nice natural tan at the

end of a day outdoor and I don’t like self tanners.”

“I have a very fair skin. When I go in the sun without

sunscreen, I burn within the first 30 minutes. But I do wish I

could have a nice tan at the end of a sunbathing day.”

Crafting the optimal value proposition

Consumer Insight:

“I know I am doing the right thing for my skin when I

use a high SPF sunscreen but I long for a nice

natural tan at the end of a day outdoor and I don’t

like self tanners.”

Benefits:

Reasons to Believe:

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What benefits should my product have to meet this need?

• Is sun protection more important than natural tanning?

• Does it need to protect the skin from premature ageing?

• Is the texture of the product important? Its fragrance?

• How many consumers do I reach with this benefit?

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What will make these benefits believable?

• Is an SPF 50 enough high enough to protect against the sun?

• Should the formula protect against UVA and UVB to avoid skin damage?

• How can we explain the natural tanning accelerator ingredients?

• Should the formula be fast-penetrating to illustrate the non-sticky benefit?

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Crafting the optimal value proposition

Consumer Insight:

“I know I am doing the right thing for my skin when I use a high SPF sunscreen but I long for a nice natural tan at the end of a day outdoor and I don’t like self tanners.”

Benefits:

• Protects my skin from sun burn and premature ageing

• Lets me tan naturally and safely

Reasons to Believe:

• SPF 50 that protects from both UVA and UVB

• Contains ingredients that accelerate the natural tanning process

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How can I best communicate this value proposition to my consumers?

• Which product claim illustrates

best my product’s benefits and

RTBs?

• Which claim is most appealing?

• Which claim drives motivation to

buy most?

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Crafting the optimal value proposition

Consumer Insight:

“I know I am doing the right thing for my skin when I use a high SPF sunscreen but I long for a nice natural tan at the end of a day outdoor and I don’t like self tanners.”

Benefits:

• Protects my skin from sun burn and premature ageing

• Lets me tan naturally and safely

Reasons to Believe:

• SPF 50 that protects from both UVA and UVB

• Contains ingredients that accelerate the natural tanning process

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Claim: All day UVA and UVB protection that

lets you tan safely

• Product Name

• Formula

• Packaging

• Price

• Advertising campaign

Session Agenda

• Introducing SKIM

• Crafting the optimal value proposition: Tapping into consumers’

minds

• A focus on claim testing: your survey’s results!

• 6 Golden rules for optimizing your communication to consumers

19

expect great answers

The product has the following features:

- Sun protection factor (SPF) 50

- High protection against both UVA and UVB rays

- Contains a new molecule that promotes and accelerates melanin’s natural production process to allow “safe” tanning *

* This is a fictitious product so we are assuming this is possible

“Two in One” product: A high SPF sunscreen combined with natural tanning ingredients

Let’s get to work!

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1- Rank all claims 2- Discuss what makes your top claim the best/ your bottom claim the worst

Group Assignment

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-5%

-14%

-11%

-18%

-31%

-29%

-36%

-32%

-34%

-86%

68%

49%

45%

33%

35%

31%

25%

17%

15%

2%

Get a beautiful natural tan safely while protecting your skin from the sun 64%

Provides all-day protection against UVA and UVB so you can enjoy the sun safely 35%

Our gentle formula protects even the most sensitive skin so you can tan safely 34%

A sunscreen that cares for your skin when you are in the sun 16%

Get tanned without getting burned 3%

Promotes skin's melanin production for a natural and safe tan without sunburn 1%

The benefits of a tanner with the high protection of a sunscreen -11%

Now our best protection against UVA and UVB -15%

A sunscreen that delays premature ageing due to sun damage -19%

Our newest and most advanced formula with Xemorel and Sytorine -84%

“Get a beautiful natural tan safely while protecting your skin from the sun” is the overall winning product claim

Negative Score Positive Score

Net Score

23 * The winning claim scores significantly better than the other claims

n = 77

Which parts do you (not) like?

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Rank 1

43%

61%

43% 39%

0%

% clicked as least relevant

% clicked as most relevant

Get a beautiful Natural tan Safely While protecting

your skin

From the sun

Getting a “natural tan” is the most appealing claim part, especially if this looks beautiful and can be achieved safely

Session Agenda

• Introducing SKIM

• Crafting the optimal value proposition: Tapping into consumers’

minds

• A focus on claim testing: your survey’s results!

• Golden rules for optimizing your communication to consumers

26

What claim do you find most appealing?

Let’s use your green and red cards

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For perfectly smooth skin

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Designed for perfection

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Promise Value

A claim is designed to

drive consumer choice

by calling upon desires

or aspirations through

the value it promises

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Provides all-day protection against UVA and UVB

Now our best protection against UVA and UVB!

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Be Specific

By describing precisely

what tangible benefits

your product will deliver

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SPF 50 together with tanning accelerators for a safe and natural tan

High sun protection and natural sun

tan, together

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Put the Key Benefit First

You only have a split

second to capture

consumers’ attention

Get a beautiful natural tan safely while protecting your skin from the sun

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The only tanner offering high sun protection

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Set Yourself Apart By differentiating your value proposition Simply drawing a comparison with competition is not enough Differentiate yourself by offering a relevant and unique value promise

Our gentle formula protects even the most sensitive skin so you can tan safely

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A sunscreen that delays premature ageing due to sun damage

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Be Positive

Offer something positive

instead of avoiding

something negative

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Forget about pale skin: get a beautiful

tan safely and naturally now!

Get a beautiful tan safely and naturally

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Be Respectful

Do not be condescending,

presumptuous or offending

in any way

Our most advanced formula with SPF 50 and tanning accelerator agents

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Our newest and most advanced formula with Xemorel and Sytorine

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Avoid Jargon

Use words that are

meaningful to consumers

instead of technical lingo

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All-day sun protection

Your best beach buddy!

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Avoid Humor

Be direct and focus on

efficiently getting your

value message across

Thank you! For participating now and for doing the survey

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contact us or follow us online!

Mini Kalivianakis | Division Director | Consumer Research

m.kalivianakis@skimgroup.com | 00 31 10 282 3535

Nancy Savoya | Account Director | Consumer Research

n.savoya@skimgroup.com | 00 41 22 710 0190