The document discusses innovation in skin care, focusing on Jergens® natural glow Daily Moisturizer. It summarizes the innovation process Jergens® used to develop the product, including defining consumer needs, building on their brand heritage, optimizing the technology, clearly communicating benefits, maintaining quality, advertising benefits, launching at the right time, and selecting a passionate team. The product was an innovation because it was a daily moisturizer that provided a natural-looking tan, affecting consumer behavior by providing an alternative to sunbathing or tanning beds.

1. Innovation in the skin care market
Sirlei Waterhouse
October 18, 2012

2. Questions
• How many people know
something about the Jergens®
Brand?
• How many people have ever used
Jergens® lotions?

3. What is innovation?
• 1 : the introduction of something new
• 2 : a new idea, method, or device
Ref: Merriam/Webster Dictionary

4. Effect on social change
Some social changes result from the innovations
that are adopted in a society including:
• technological inventions
• new scientific knowledge
• new beliefs
• new fashion in the sphere of leisure.
Ref: Encyclopedia Britannica Online

5. Innovation is bigger than the invention
Invention Affects behavior
Implementation Adds value
INNOVATION = an invention + that is implemented +
that affects behavior + adds value

6. Skin Care Innovation
Jergens® natural glow Daily
Moisturizer delivers an optimum
amount of color to even out and
enrich the appearance of your skin.
Formulated with a unique blend of
Erythrulose, DHA and essential
moisturizers to gradually develop a
natural glow without streaking.
Simply moisturize your skin to keep
a beautiful and natural glow.

7. Face Care Innovation
Jergens® natural glow Face
Daily Moisturizer is specifically
formulated for faces.
This is a lightweight, non-greasy
blend that delivers the optimum
amount of naturally glowing
color to even out and enrich the
appearance of your skin.

8. How the news spread in 2005
New York Times April 24, 2005

9. Fashion News
Some women’s magazines have described Jergens® natural
Glow Daily Moisturizer as an essential fashion accessory.

10. Innovation Process
• Define a specific consumer need to shape the vision.
• Build on the brand’s heritage.
• Optimize the technology.
• Communicate the benefits and usage instructions
clearly.
• Maintain consistent product quality.
• Advertise the physical and emotional benefits.
• Launch at the right time.
• Select team members with passion, persistence, and
willingness to defy the conventional wisdom.

11. Define The Specific Consumer Need
• Know your consumers and their aspirations.
• Learn about their skin care routines and favorite
products.
• Understand the consumer’s emotions at different
steps of the skin care routine.
• Create a brand vision based on the consumer’s
physical and emotional needs.

12. Aspiration: Color Me Beautiful
Brand Vision: the consumer’s needs
• physical
• emotional
“Deliver a natural-looking tan as easily as
using a daily moisturizer”

13. Build On The Brand’s Heritage
• The beliefs and feelings about
your brand
• Emphasize the positive emotion
• Build on the equity
• Envision beyond!

14. Optimize Technology
• Translate the desired benefits to measurable
attributes.
• Develop test methods to quantify those
attributes.
• Explore technologies capable of delivering the
benefits.
• Evaluate prototypes often among users.

15. Communicate the Benefits and Usage
Instructions Clearly
• Use the product name to
communicate the benefit.
• Help the consumer select the right
shade for her skin color.
• Provide specific usage instructions
on package to help the consumer
attain the desired color and to
improve satisfaction.

16. Maintain Consistent Quality
• Find out what quality means to customers.
• Translate the product’s benefits to attributes that can
be monitored and controlled in production.
• Provide consistency in appearance and fragrance of
product.
• Have a robust product that has low level of variability
in production or delivery of services.
• Deliver the product benefit with every use.

17. Advertise the Physical and Emotional
Benefits
• Advertise in media that reaches intended users.
• Use consumer language.
• Communicate the benefit quickly.
• Convey the emotional benefits and make the
connection with the consumer’s aspirations.

18. Launch at the Right Time
“The Glow Season”
• Match higher usage time - Spring
• Monitor the trends.
In 2005 bare legs was the fashion in the USA, and
Jergens® natural glow became the new fashion
accessory.
In 2012, the health concerns associated with
tanning beds and UV light are gaining more
attention.

19. The Glow Category
• Innovation can create new product categories.
• Several cosmetic companies followed Jergens®
natural glow with their color enhancing
moisturizers.

20. Team factors
• Shared vision
• Passion
• Persistence
• Willingness to defy the conventional
wisdom
• Attention to details

21. Innovation Process
• Define a specific consumer need to shape the vision.
• Build on the brand’s heritage.
• Optimize the technology.
• Communicate the benefits and usage instructions
clearly.
• Maintain consistent product quality.
• Advertise the physical and emotional benefits.
• Launch at the right time.
• Select team members with passion, persistence, and
willingness to defy the conventional wisdom.

22. Jergens® natural glow Innovation
• Invention: Daily moisturizer with skin color enhancers
• Implementation: A natural-looking tan in a tube
available at Wal-mart and other retailers.
• Affect behavior: Moisturize for a natural looking tan
instead of sun bathing or using tanning beds.
• Add value: provide a safe alternative to UV exposure
(sun and tanning beds).

23. Questions
Contact information
Sirlei.waterhouse@kao.com