Personal Care Claims Innovation

Project Overview

Developing winning claims can step-change the appeal and perception of a brand or product.  We define a “winning claim” as a compelling and memorable promise about a brand or product benefit, that grabs your target consumers attention and encourages them to buy.

In the last six months, we have run three global claims innovation projects for three leading personal care brands.  All three brands are owned by an international consumer goods company, with innovation teams world-wide.  The objective for all three projects, was to generate new and inspiring claims that would appeal to target consumers in key markets, including Brazil, USA and the UK.

Our Approach

All three projects were run over a period of 10-14 weeks using our creative and insights-driven approach, with all outputs being captured and shared using our online platform, Zip-Zap Ideas®. 

In Stage One of each project, our team of Trend Scouts and Insight Agents took time to gather early insights from available market research, social media sources and informal consumer closeness work.  Our team of Copy Editors then worked with the Core Project Team to refine leading insights that were evaluated online with a wider global team, to identify the leading insights for focus.

In Stage Two, we ran virtual Zip-Zap-Zoom workshops with our team of Creative Agents. For each project, they focused on 30-40 leading insights, to inspire the generation of early claims.  All claims were captured on Zip-Zap Ideas® and shared with the Core Project Teams who highlighted favourites and added missing ideas. A final list of around 40 claims were selected for each project.  These were then refined by our Copy Editors prior to online screening using Zip-Zap Ideas® with target consumers and the global innovation team.


In the first project, 40 claims were screened with over 200 target consumers in the leading market.  This work highlighted 6 ”winning claims” that were significantly more appealing than a benchmark (a concept that had tested above average from a previous study). These claims are now being further tested to select 2 or 3 that will be used on-pack and in marketing communication.  In the second and third projects, leading claims are still being evaluated both internally and in key markets.


"This project has generated some of the best claims I have seen for our brand, and some could even be applied to our master brand." Global VP Marketing

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