The Grayson Report
Juice Beauty loses on benefits.
tor for the sunscreen.
3. Origins Organics came in sixth.
Following a near perfect headline,
“You are what your skin eats,” (
stopper, engaging, both real and psychological benefits), it lost points in copy
and consumer appeal for not translating organic into real benefits.
4. Juice Beauty Anti-Oxidant
Serum, No. 10, has a lot going on
but, as Shakespeare noted, it’s “a
tale of sound and fury, signifying
“made with certified organic ingredients” seal. It’s all process, no engaging headline, no impact of product
name, no end benefits described or
what the consumer should expect.
Some Key Weaknesses
Basic product benefits and permission-to-believe are significant weaknesses in many of the ads in this category, thereby they lose ground in
competitive advantage—the key
means of setting up the No. 1 purpose of an ad: to create dissonance
with the consumer’s current product.
You get the idea. Benefits equal
what’s in it for me?
Here’s a good place to insert our
oft-repeated axiom, “consumers do
not buy concepts, they buy products
and their benefits, real or imagined.”
Our prediction: In short order, natural advertising will be back to the
benefit story of yore, while natural
will become an authority component
of permission-to-believe, best-pre-sented as some sort of quick-to-per-ceive, certification seal. The seal will
be shorthand for “we’re OK,” so that
the ad can be devoted to specific consumer benefits.
The three open items are:
• Which seal? There are now about
five competing organizations.
• Enforcement of the seal’s standards.
• Consumers knowledge/accep-tance of any seal.
Years from now we may forget this
mayhem, but for now it’s a real marketing challenge.
A Different Look at Consumers
Most research measures where we
are at a point in time. For example,
store audits, measured over time,
supposedly tell us if we are on the
right road to achieve our objectives
Consumer research slices and
dices all kinds of demographics with
myriad psychographics, all mixed
with various measures of product
Another way to understand the
consumer is to clearly differentiate
between satisfaction and loyalty. But
a satisfied customer, while essential
to building loyalty, does not automatically assure loyalty. Think lipstick.
Many sticks are good, some marginally better, and some, like Chanel,
provide psychic income.
So, while you may have satisfaction, will the next GWP or BOGO
take her away? We vividly recall a
consumer, needing a lipstick, walking
from counter to counter in Saks asking, “What’s your gift?” Satisfied,
sure, but hardly loyal. Of course,
loyalty to GWP is another kind of
loyalty—at a very high cost—to
which Estée Lauder can attest.
Instead, contrast the constituents
of satisfaction with those of loyalty.
For satisfaction, you may have as
expected/does the job, along with an
absence of dissatisfaction in performance; i.e., didn’t stay on, the cap
sticks, it broke in use and so on. Of
course, just plain poor performance
is demonstrable cause for defection.
The positive side is ennobled by
enhancers; i.e., something that
delights beyond expectation. This is
where use of the senses comes in.
She may buy a product for its
smooth application, but have the
experience enhanced by the fragrance. Here’s the sequence:
Enhancers > delight > greater visceral satisfaction > added value =
loyalty (See p. 47 of the Grayson
Report, HAPPI July 2009 for more on
For department store brands,
image, innovation and service are
the key enhancers, as consumers
now perceive high-quality products
and satisfaction in alternate channels. Obviously, these prestige
advantages must be pushed to the
maximum in order for these brands
to flourish again. In every marketing
discussion, the dual question must
be asked, “What are our dissatisfiers
and what are our enhancers?”
A Garden of New Ideas
We attended Cosmoprof North
America in Las Vegas in July and
came away with dozens of pieces of
literature, a couple of interesting
samples and plenty of naturals. The
show itself had 625 exhibitors and
about 22,500 attendees—down about
10% from last year.
More importantly, Cosmoprof
caters to the salon channel, with
most exhibitors showing finished
goods, and many, many of them are
So mark down July 18, 2010, Las
Vegas. Not a great season for
Nevada, but well worth your time. ;