Super falls short of its potential. |
If we could have eavesdropped on the marketing meeting at the offices of Dr. Perricone for his new Super line, it might have sounded something like this:
“Business is pretty challenging, even without the economic whammy. From a distribution point of view, we can’t expect much growth; we’re probably maxed out at our current stores, you know Sephora, Nordstrom, Neiman’s and those independent beauty specialty stores. Of course, we’ll continue to introduce new products and also mine the internet and social marketing avenues. But that’s all “brick-by-brick!” How do we make a mega leap?”
A voice from another part of the room: “And what about our target consumers—they’re primarily anti-agers, thanks to Cold Plasma, who have the income that can pay for our upscale prices.”
Another executive interjects:“But, dramatic or significant growth only comes from breakthrough new products to expand or create a new segment of an existing category or by entering a new category or by expanding into a new distribution channel—that’s pretty tricky, if you try to do it with the same products and pricing of our existing line. So, how do we move forward?”
“OK, so here’s the strategy,” said someone else (maybe the doctor himself?). “We’ll target a totally different consumer, younger in age and lower prices—with a whole new contemporary line—based on super foods for skin nutrition, after all,‘salmon’ put my name on the table, (“The Perricone Prescription,” his 2004 book), making nutritional skin food my authority with the consumer. We’ll do it with a ‘feel good,’ healthy super foods story, plus a green slant, and sell it in our existing distribution, starting with Sephora—on an exclusive basis, to start.Should be good new business for everyone!”
So, what happened in the execution? First, there’s no real news in nutritive foods and/or natural ingredients used in beauty products. We’ve been living in that environment for the past five years at least. And while the “twist” of actual skin nutrition coming from super foods could have potential —“where’s the beef?”There’s not one word in the ad to indicate proof of benefits beyond the assumption that if it’s healthy to eat, it will be good for your skin. Here it is:
“Inspired by a passion to feed hungry skin, Dr. Nicholas Perricone introduces Super, a nourishing feast of skin care for face and body. Derived from the world’s most powerful superfoods + patented sciences, Super allows you to indulge your craving for beautiful skin.”
It signs off with the words,“A new skin care line sold exclusively at Sephora.”In fact, the ad looks like it’s Sephora’s line, done by the good doctor. And that is all there is in the way of the vital positioning.
Missing is a powerhouse execution: a preemptive name to establish a really new category for skin care; consumer engagement with specific product benefit news to create dissonance with what she is currently using; the focus on a star product to target the consumer and make the case for all; Permission-to-Believe, especially, at a high-enough level to provide conviction such as the personal authority and participation of Dr. Perricone, and finally, a Permission-to-Buy “order starter,” like an incentive to go to the website and learn about the why of super foods nutritional ingredients. And speaking of ingredients, when you read the labels in Sephora, you are hit with typical chemical ingredients on those recycled paper labels.
All in all it’s a too-sad example of a potentially good strategy, but with a flawed execution. There are 10 skin care SKUs, and three bath and body, most retail for about $40-50.
TheBrandAudit (concept-only) numbers reflect all of the above, just as the consumer will likely perceive it from the ad.Remember that a concept-only audit does not evaluate the products themselves. However, scores do include information gathered on the website. The Product segment, 79.50%, was almost effective, spearheaded by a good selection of key ingredients for each product, with implied skin nutrition benefits. Basic Positioning was the weakest with 70%, with lack of a preemptive line name as well as only generic product names, with lower scores for news and Permission-to-Believe. Consumer Appeal at 73% reflects poor benefit perception, with mostly generic product names; i.e., 3-Minute Facial with Ginger. Competition is usually a difficult segment and the 74.00% comes from a lack of protection via preemption. Marketing Potential with a 76.30% is stronger than those found in most audits because of its separation from the basic line and new audience potential.
The dismal numbers in TheAdAudit are easily understood when you consider that there is no real Headline to do all the things that a good headline should do—target, engage (preferably with an emotional context), provide news, and so on.At 67.85% it is woefully weak. A large product name is not a headline!
Visual Impact, with an 84.60% score, was the best segment of the audit being an excellent stopper, high product and package identification that’s pleasing to the eye. An emotional connection, or some way to make the super ingredients come to life, would have overcome many of the ad’s total flaws. The weakness of Copy, 67.65%, has already been noted.Finally Consumer Appeal, 71.60%, lacked consumer emotional, need-connection and dissonance with her current skin care.
Many new lines, all with high hopes and intentions, are in development. All of these product strategies and executional/positioning issues must be addressed more successfully. Think of this as a blueprint for pitfalls to avoid.
TheBrandAudit and TheAdAudit are Grayson Associates’ proprietary testing techniques to determine the success potential of new product concepts and execution, and print advertising—prior to approval. For both new and existing products and advertising, the audits analyze their strengths and weaknesses against key competition. TheBrandAudit “keys to success” are based upon analysis of Product, Positioning, Consumer Appeal, Competition, and Marketing Potential. TheAdAudit measures Headline, Visual Impact, Copy, and Consumer Appeal. TheBrand & AdAudit appears bi-monthly. Contact: suzanne@graysonassociates.com