Goodness knows, the world doesn’t need another body lotion! Dial got that message and decided to break away from its comfort zone in cleansing and body washes by entering the super-competitive body care category, with a strong nutrition positioning, NutriSkin Replenishing Lotion. Yes, there are body lotions out there with assorted vitamins and ingredient claims, but by preempting, with the powerful new category segment name, it’s on the way to a successful launch, with build-ability. The more you put the news, competitive advantage and unique benefit in the name, the easier it is for the consumer to perceive it—after all, it’s usually the first thing she sees on the package.
Dial NutriSkin ad
Enter NutriSkin, with an astounding, high-value regular price of $7.99 at CVS.(See the chart on p. 52 for some comparison pricing in the high-need, dry skin body lotion category.) Plus, there’s plenty of added value created by the new segment name, package and print execution—all thereby rewarded with very good audit scores.It comes in two versions: Dry Skin, with true aloe, and Extra Dry Skin, with shea butter; both names have strong visual elements on the package. Here’s the impact lesson. Usually, the package design is put to bed well before the advertising is completed, and by different creative teams, thereby no double-impact relationship. Looks like someone in charge timed it so the advertising could impact package design for maximum shelf impact—and it worked. Congratulations for a significant achievement —the consumer can recall the ad visual in-store, on the shelf.Truly a rarity!
Let’s start with theBrandAudit’s overall score of 81.61. The Product segment is 81.90, which is effective, but not breakthrough. A “lasts 24 HRS” claim at the bottom front of the bottle, described on the back as 24-Hour Intense Hydration, is not translated to a skin benefit. The key strengths were in the Positioning segment with 85.4 and, Consumer Appeal, 89.4. Product name was the driver in Positioning, with perfect scores in all of its naming segments; including, “establishing the category” and “projecting benefits.” In contrast, this segment’s Permission-to-Believe was mostly absent, relying only on the strong ingredient graphic on the package, without specific skin benefit claims or their support, nor a description/expectation for the “healthy” skin claim.
The issue for all new products/category segments, many of which are linked to ingredients; i.e., nutrition, nutriceuticals, cosmeceuticals, natural, and of course, organic, is that they usually don’t/can’t link them to higher benefits/claims in packaging or advertising copy. Here, the front label copy describes key ingredients’ functions, and how they work, but with no benefit descriptions/claims and without Permission-to-Believe, the essential link to perceiving benefits and, therefore, no conviction. In the highly competitive body lotion category, especially with so many similar-sounding names and claims, from equally respected companies, price becomes a decisive factor with the consumer.The net is that Permission-to-Believe becomes the high-value component for conviction and trial.
The Consumer Appeal, (Extra Dry Skin) strong score, 89.40, was heavily influenced by package appeal and price/value relationship. Competition, 72.0, usually difficult, was supported by “value added vs. competition.”Marketing Potential, 77.0, was higher than the usual low 70s scores, because it is new business to the company.
Two segments of TheAdAudit’s 85.71 score were responsible for the high total score: Headline (95.20) and Visual Impact (96.95). While it’s not usually a good idea to just use the product name as the headline, in this case the long headline just works.“Introducing NEW! NutriSkin Lotions Your daily dose of healthy skin nutrition,” that’s the positioning statement and headline-in-one, and does it all:stops the reader, names the new category segment, targets with relevance, triggers emotion and has news value—hard to do better than that. The visual is even stronger with perfect scores in half the segments (stopping power, package ID, pleasing to the eye), and close to perfect, in the rest.The key kudos go to the healthy exercise visual with the engaging model and its duplication on the package label, coupled with the prominent “healthy” bio nutrient complex of ingredients. As noted above, the repetition of the health-associated, circular element—in both the ad and the package—is outstanding.Finally, the very average scores of Copy (76.00) and Consumer Appeal (72.20) were limited by both a lack of Permission-to-Believe and Permission-to-Buy. Note that there is not one skin benefit described in the ad, either. P-T-Believe is always a crucial element for conviction, and even more so in the body category, which may be described as “commodity,” wherein, the lowest price has the advantage. With NutriSkin, already at the bottom of the price ladder, its climb up the sales ladder is sure to be swift.
(For the individual columns Permission-to-Believe, November 2010 and Permission-to-Buy, March 2011, just write to firstname.lastname@example.org.)
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: email@example.com