21. The power of 3… … tells a powerful story in 3 words. … delivers claims with impact in 3 sentences. … intrigues a consumer to want to buy in 3 seconds. … creates an innovative finished product.
Today’s presentation will be on The Latest Technology Trends for Creative New Product Development. We’ll see, for the most part , trends start in eveyday “life - consumers concerns, the way they live, translate into technology
Topics covered: Tech Trend Evolvement – what were we saying in the past about products and what we are saying today. Will see the link between consumers lifestyle and technology evolvement Take a look at Top Technology Trends, with a focus on skin care, since a large personal care category with lots of growth potential. The Power of 3 – A “how to” to creative product development PDV – how to get to a finished product with technology What’s your Edge? What are you focusing on in your own business and a look at opportunities and how to find them.
Commercial from Approximately 60 years ago Visual isn’t that great, but communication of what was going in the world incorporated to the feel of the commercial. Totally atomic Innovative testing with atomic dirt Claims Luxury
What’s Trending? Technologies broken down to macro and micro technology trends. Macro – top-line – overall technology’s trending Micro – spin – off’s and specifics of the technology. Highlight 3 technologies and show 2 examples of products Not unusual to see multiple technology trends in one product.
Soft Touch – feel good type of blends/ingredients that tend to be naturally derived Philosophical – beyond ingredients, has a story behind ingredients or a specific believe of good will whether global reach or internal feel good High Tech – cosmeceutical, specific targeted action to improve skin, clinical data support Delivery systems – how materials are delivered Sensorial technologies – how they feel, look, smell; soothing, cooling, tightening.
Soft Touch – “feel good”, healthy type of blends/ingredients that tend to be naturally derived Read through all technologies. Highlights: Free from Everything – coined paraben free, vegan, frag free, soap free, alcohol free, perservative free . Nutritional – specific raw materials that are familiar in food or inner health categories , offering healthy benefits, like vits, minerals, superfruits such as berries, pomegranates, acai berry, potent anti-oxidants sea-buckthorn, botanicals like Yuzu, a citrus ingredient found in food and beverages in Japan. It is also used as part of the winter bathing ritual and is said to ward off flu and colds. Indian Gooseberry and this has high levels of antioxidants and is rich in tannins and gallic acid (anti-fungal and anti-viral properties) Organics - specific way a raw materials is grown and manufactured ******************************************* Illumination – materials that light diffuse or skin a natural looking sheen or glow, or even a soft color, tanning effect Minerals – not only mineral make-up but specific like infusions of gold, copper, malachite
Imagery of Feel Good products. Perception of how they come across to consumers. Natural and Organic
Can also merge high-tech with Feel Good or Philosophic technologies like: DDF – Folkloric, nutritional, natural technology around turmeric infused in a high-tech product. TURMERIC An Indian perennial herb of the ginger family Known as Indian Saffron; Packed with powerful antioxidants to protect the skin, and provide intense hydration to increase skin's firmness The advanced formula contains a breakthrough Turmeric Complex to protect skin's surface from free radical damage and provide superior hydration to strengthen skin's moisture barrier BakelCosmetics – skin care products. Naturals plus technologies line 100% active agents, Zero useless ingredients. all clinically tested and NEVER contain any: PERFUMES, COLOURANTS, PRESERVATIVES, DERIVATIVES OF PETROLEUM, SILICONES, ALCOHOL, PEG, PPG. INGREDIENTS: Best Seller Lactobionic Anti-oxidant serum Ingredient list: glycerin, lactobionic acid, gluconolactone The brand's core philosophy is that less is more when it comes to product formulation , with few but high quality raw ingredients used
Philosophical – beyond ingredients, has a story behind ingredients, a statement, an experience or a specific believe of good will whether global reach or internal feel good Neuro-Cosmetics - Neuro-Health - Brain Health – “happyness’ benefits from the products, feeling good as a claim. Inner/Outer Renewal nutritional supplements along with skin care product use created as a system to be used together with specific skin care benefits and claims. Probiotic – specific formulas that feature Lactobacillus Ferment cultures found in yogurts the study of topical probiotics is still in its early stages injecting “good” bacteria into their antiaging that these microbes also benefit skin in multiple ways, from preventing acne to promoting cell renewal. ****************************************** Wellness - Mind Healing, Soul-Healing, Indigenous ingreds such as traditional Chinese medicine—herbal medicines Neem, bamboo. Sustainable Youth ® Technologies formulated to sustain beauty, youth and vitality from the inside out philosophy. products are based on the company’s clinically-validated organic active compound, Alasta™, a propriety blend containing Aloerideand are unprecedented in their anti-aging benefits through immune performance™ With proven results in independent clinical trials and consumer case studies, we believe no other product line formulated with 100% natural, organic and green ingredients offers our benefits WGSN 4.09
Smiley Happy Therapy - High-end beauty and skincare. Prods. developed to make you “feel better” The micro-nutrients in the natural bio-chemistry formulas within their perfumes and bodycare line are designed to activate happiness . The anti-stress remedy combines theobromine - which blocks receivers of adrenaline therefore lowering the effects of stress - and phenylethylamine - derived from pure cocoa extract which gives a feeling of "joy, excitement and euphoria." philosophy. WGSN Innovative Products 2009 SK1N PROBIOTICS SYSTEMS The term “probiotic” is taken from the Greek words pro, meaning “for,” and bios, meaning “life.” Repair, rejuvenate and renew your skin with a revolutionary formula, blending probiotic actives with prebiotic nutrients ************************* By using friendly microbes to control the population of hostile ones—especially after times of intense stress, infection, antibiotic therapy or even a night of heavy alcohol consumption—probiotic practitioners believe that they can maintain or revive health in a variety of situations. prebiotics are nondigestible food ingredients, principally oligosaccharides, that may beneficially affect the host by selectively stimulating the growth and/or activity of a limited number of bacteria. They stimulate the growth of bifidobacteria, a natural part of the bacterial flora in the human body, and are consequently referred to as bifidogenic factors.
Enthnic Tonality - . Technologies specifically synchronized to work with Women of Color and their various skin tones that encompass African American, Indian, Asian, Hispanic, Middle Eastern from North, South, or Latin America, (New York, Los Angeles, Brazil or Mexico) Caribbean or Pacific Islands (Puerto Rico, Jamaica, Guam, Samoa or Tonga) South Asia (India, Pakistan, Indonesia or the Philippines) Africa (Egypt, Morocco, Senegal or Cape Town)… DNA Repair, materials that identify damage and work to help protect and repair DNA. Stem Cell Science in skincare – still more to be discovered here. Products promoting stem cell protection and repair. ******************************************************* Poly-Peptides -a neuropeptide called argireline has been shown in the laboratory to block the release of neurotransmitters from nerves. Story of Botox relaxing effect. are sold in products often called wrinkle-relax creams. When collagen breaks down, it forms specific peptides. These peptides act as a signal to tell your skin it was damaged and to make new collagen. Applying peptides directly to your skin is a way to trick your skin into thinking that it has lost collagen recently and needs to make more.
EL Advanced Night Repair, Synchronized Recovery Complex uses Exclusive Chronolux™ Technology which supports the natural synchronisation of the skin’s repair processes. But with age and repeated exposure to environmental stresses, these clock genes can become out of sync, causing cellular repair and protective process to slow down, thus compromising DNA repair. Additionally, a new patented technology encapsulating Alkyl Guanine Transferase (AGT ) helps repair visible damage from smoke and pollution Repairs the appearance of past damage. Addresses damaging effects before they become permanent. You'll see a visible improvement in the signs of aging-specifically lines, uneven skintone and immediate hydration. Rx for Brown Skin has a brightening complex pomegranate, hylaronic acid, soy along with other material to address brown skin concerns…plus a Credo of no alcohol, parabens, frag. Brown skin Ethnic-Specific Skincare to Be Valued at $257 Million in 2012 (Research from Packaged Facts) Brown skin is skin that contains increased levels of the pigment, melanin. The amount of melanin among different women with brown skin can vary dramatically and depends greatly upon a woman’s heritage. Women with brown skin, whether skin that has a naturally warm, glowing complexion and ranges in shade from tapioca to cinnamon to deep chocolate brown.
Deliver Systems – technologies that focus specifically on innovative ways to deliver raw materials or formulas NanoTechnology generally smaller particles ability to travel deeper in skin and release materials Patch Systems – electrical stimulation Liposome – carrier agents of raw materials that release in lower layers of skin Manual – how applied to skin, targeted applicator, implement Time-released – delivery system release raws over time Encapsulate – materials in a sphere that could release on contact to skin At-home device – used to deeply penetrate materials
There are technologies specific to creating different aesthetic performances, feels and textures to the product formulas
at the end of the day you’re selling an “experience” with benefits to the customer. …bringing a Sensoround feel to customer , smelling, experiencing, having an emotional connection to the product,
First step…we’ve took a quick look at the Competition… not only competition, but other industries as well. Identify you brand gaps . Will your product “break into new areas of technology”? Or will it be a “me too” product? Neither is right or wrong, it depends on the positioning of your brand. Breakthrough with lots of PR and ad support or “me too” …me too products can have a spin on newness as well
PDV – coined because there are many upfront conversations between cross-functional teams with Product Development. After reviewing competition and looking at brand, concepts in place Discussions start with R&D to create deliverables….thus PDV starts.
Final Piece>>>> Power of 3 3 words, Hydrates, lifts, firms Re-builds, repairs, renews Smoothes, tightens, refines Immediately luminizes skin. In one hour, 97% of the subjects noted significant overall improvements in wrinkle reduction, texture, and firmness Provides 24 hour moisture
A poll of 1,000 women carried out by Avon showed make-up spending peaks between the ages of 25 and 34, when women seem to take the most care over their appearance. GCI Global forecast for anti-aging and nourishing products is accelerating upward…expected to reach $15.8 billion by 2010 (GCI May 2009) Skin redness increases with advancing age (Dr. Zoe Draleous HBN Sept 2008) A new report released by consumer research body, Packaged Facts, declares that the recent boom in organic and natural personal care products is set to grow even more, based on strong consumer demand for natural ingredients. The report values the existing market for natural and organic products in America at $ 4.3 billion and predicts that this could rise to $6.6 billion in 2010. This would be a growth of 50 percent in two years. This data underlines the belief that the natural and organics market is a sure investment and reflects the keen interest large cosmetics companies have shown in expanding in the organic direction . Cosmetics Design on-line report July 2009.
The Beauty Barometer survey asked 4,000 women in the U.S. and four European countries about their cosmetic products and usage GCI 8/31/09 Skin care products will remain the largest product category, set to account for 63% of all cosmeceutical product demand in 2012. The Freedonia Group, Inc.'s new Cosmeceuticals case study. GCI October 2008 Women will spend more for better quality: survey produced by Boston Consulting Group’s Michael Silverstein in his book Women Want More, out this month (Sept. Fall 2009 supplement to Time Style & Design)
Fun little exercise on the power of 3 and product innovation. Think outside the box…new language or familiar new language, example, Un-Flawed, 3 claims, un-marked, un-lined, un-damaged…product specifc to DNA repair. Website called WordSpy lists new coined words that are being used everyday. intexticated (word spy) adj . Preoccupied by reading or sending text messages, particularly while driving a car Think like a leader – innovative, has this material ever been used in color cosmetic, how do I make this first to market Romancing the story…which sounds better, a white, creamy formula that reduces lines and wrinkles…or a luxuriously, lightly whipped texture with naturally derived soothing ingredients to calm and refresh skin. Value added – what’s so special outside of the formula. Is it application, how applied that is unique, is it an exclusive blend that the consumer can’t get in another formula, a reusable component, double-end component, mix together with something else product.
