its main feature is 85% water. That’s to intrigue you enough to read the body copy
which goes on to explain that Olay has
25% less water than the top-selling body
wash; ergo, a different way to look at value.
We assume that the focus group also
thought that less water translated into a
better product. That’s good;“more of what
you bought it for” is product value/satisfac-tion. Subliminally, showing a clear bottle
of water for the“bad guys” is also slap at
the gel-type body washes as lacking a
moisturizing image. Interestingly, one of
the most famous mantras in Cincinnati
was always,“Never write a negative headline.” Guess they are re-writing the book
inside the Ivory towers.
But, if you stop to do the math, 25%
less water would mean the Olay has 60%
water, which still seems like a lot of water,
which begs the question: Why go there?
Instead, P&G should have pushed the notion that less water translates into more active ingredients and benefits. Positives
motivate you and create that all-important
dissonance with her current product, while
negatives do just the reverse. Maybe they
shouldn’t re-write that book in Cincinnati!
CosmoProf 2010 – Las Vegas
This marked the eighth year of this event
and it seems to have hit its stride. While
still offering great appeal to the salon
owners, it balanced nicely with other areas
such as packaging and international marketers. And importantly, there are many
hundreds of new entrepreneurial products—a key reason to visit the show—and
others of its type.
It’s particularly exciting to hear the passion of these innovators—doesn’t make up
for the money and smarts they’ll need to
succeed, but without the product pas-sion…you can finish the sentence. (You
don’t see much passion at the traditional
corporate level.) Among many innovative
offerings we found a few that seem particularly interesting. Here are two—we’ll insert several more in the coming months.
The first is NP2 Nail Perfection, with a
clever combo pack of nail color and clear
base/top coat all-in-one product. The
snap-apart connector brings the two to-
gether for great convenience and combi-
nation of colors, etc. Makes for a great
NP2’s combo pack doesn’t focus on benefits.
livery systems are driving new product introductions, but they’re not an end unto
themselves. It would have been far more
breaking news (and dissonance-making
with the consumer’s existing product) to
position the nail color itself with a new category making, benefit-oriented name for
the patented formula. Passion is a requirement, but it doesn’t replace professionalism in marketing.
More info: www.np2beauty.com
The second is HollywoodStyle from
Valley of the Sun Cosmetic LLC. In its 32-
page brochure, dominated by very colorful
packaging, it has surrounded the face with
every conceivable product from SPF to
acne treatment, toners, gels, masks, et al.—
hundreds of products.
What really distinguishes the line is its
visual-impact packaging: four-color
process face photos on tubes, for example,
a huge display feature and exciting to behold. Should help move it off the shelf,
apace—if it can get distribution. Too bad
the line is“only” destined for professional
distribution, for now. Lesson: The photos
are so outstanding themselves—no need
to go over-the-top with over-design.
We always urge readers to check as
many trade shows as they can—
especially if they are for channels of distribution in which you do not compete.
Treasure ideas abound! •