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.

Results

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

More Case Studies

Depositphotos 10169829 L 2015

Personal Care Claims Innovation

Developing winning claims can step-change the appeal and perception of a brand or product.  This is an example of how we ran three claims innovation projects for global FMCG company, with each project being run over a period of 10-14 weeks using our Zip-Zap Ideas® approach.

Depositphotos 25293855 S

Health Care Product Innovation

Global product innovation project for a leading international health care company with a project team based in Europe, North America and Latin America.  The challenge was to develop and identify compelling product concepts for a fast growing OTC and prescription driven category.

Consumer Electronics.jpg

Mobile Phone Retail Innovation

Developing and identifying winning retail activation ideas for a leading electronics brand, that engaged a global innovation team of 112 delegates in 22 countries world-wide, with cross-cultural workshops and virtual ideation sessions.

Depositphotos 91424032 Xl 2015

Innovation for Home Care Appliances

A virtual innovation project for a global home care appliances brand, to quickly identify winning product concepts and claims. Supported by our team of Creative Agents and Zip-Zap Ideas®, final concepts were refined and tested with target consumers in Germany, Mexico and the USA.

Depositphotos 107071194 L 2015

Fast Concept Testing in Fashion

How we used Zip-Zap Ideas® with a global fashion shoe brand to develop, refine and test new shoe designs that have greatest consumer appeal. The work involved 4 different projects over a period of 9 months, to refine and test over 150 different concepts with more than 3,000 consumers in key global markets.

IMG 4932

Soft Drinks Consumer Co-Creation

How we used a team of 15 Creative-Thinking consumers to develop new ideas and concepts for a large European drinks brand. All concepts were captured and refined using Zip-Zap Ideas® before wider online evaluation with 200 target consumers, to identify leading concepts with the greatest potential.

Depositphotos 158361602 S 2019

Global Eye Care Innovation

A concept development project run over 8 weeks using Zip-Zap Ideas®. The online project engaged a global innovation team of over 60 delegates in 10 markets, who worked in small break-out teams to evaluate, refine and identify winning ideas to drive future growth in the Eye Care category.

fast food.jpg

Fast Food Product Innovation

A European chain of fast food restaurants wanted some fresh thinking to generate and identify new menu options....a tasty challenge! The project was driven by a Hothouse™ workshop and online idea sharing with 32 company delegates and 10 creative agents. A total of 8 "winning ideas" were progressed into production and further testing.

Depositphotos 63793833 L 2015

Health Care Retail Innovation

Working for one of the UK’s leading chain of supermarkets, we used Zip-Zap Ideas® and our Shopper Hothouse™ process to QUICKLY generate a pipeline of new and compelling activation ideas in the health and wellness, with fast feedback from target shoppers.

Depositphotos 214914556 Xl 2015 Copy

Zip-Zap Creative Facilitation Training

We have run 8 Hothouse™ Champions courses in Asia, Europe and Latin America for a leading international company.  The challenge was to provide individuals with a creative facilitation toolkit that they can deploy with their own innovation teams, to encourage more creative out-of-the-box thinking.