L Oreal Final 022110

Tools for Successful Innovation Glenn Baptiste SVP, Marketing Multicultural Brands

A large portion of L’Oreal’s annual revenue in Consumer Products comes from Innovation

The Seven Chakra of Innovation These principles apply to fresh thinking on any subject…

Above all, innovation must add value to the organization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

This was a typical description of a target: Beauty involved, hair involved, 35 to 55 years old, ultra high income, blonde…

Find a definition of an “insight” ,[object Object]

[object Object],[object Object],True Insight: In this hectic and uncertain world, everyone seeks a sense of comfort, caring, and warmth Person: Real Uhmericans

Product Idea: Fresh, real country comfort food ready in 5 minutes ,[object Object],[object Object],[object Object],[object Object]

“ If you want to be irreplaceable, you have to be different” Gabrielle “Coco” Chanel

Natural, trendy, feminine. A Bad Story

Safe for your health and safe for the environment, hip and chic, organic and green, funky and fresh, happening and just plain fun. A Better Story

Nature Girl products are made with organic and wildcrafted ingredients, peace, love, nature and harmony, baby. Nature Girl is a modern-day super hero who takes the lead, confronts adversity and saves us from the perils of toxic chemicals, corporate greed and pollution. This is someone who most women can identify with. Beautiful, but more importantly, smart, determined and a leader. Modern with a sense of visual irony, what Murakami did for Louis Vuitton – we are eco-chic. A Great Story

The Brand Diamond The person and situation for which the Brand is always the best choice. Define in terms of attitude/values, not just demographics. The market and alternative choices as seen by the consumer and the relative value the Brand offers that market The element of all you know about the target consumer and their needs upon which the brand was founded. What the Brand stands for and believes in as well as what personality traits it exhibits. The differentiating functional and emotional benefits that motivate purchase. The single most compelling and competitive reason for the target consumer to choose the Brand. The proof we offer to substantiate our positioning. The distillation of the Brand’s genetic code into one clear, compelling thought.

The Brand Diamond The distillation of the Brand’s genetic code into one clear, compelling thought.

The Essence ,[object Object],[object Object],[object Object],[object Object],[object Object]

Trendiness and profit margin… Cutting Edge Low Awareness Routine High Awareness Trend Adoption Life Cycle Stages Leader Early Adopter Early Majority Late Majority Laggard Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

A Few Tools on the Business Side ,[object Object],[object Object],[object Object]

What are the 5 U’s? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Attracting new Users: How can we get more people to try us and come into our franchise?

Finding out why a population group is not using a product can lead to products to accommodate them, bringing them into a category and franchise. ,[object Object],[object Object],[object Object],[object Object],Attracting new USERS

Driving incremental Usage occasions: How can we get them to use us more often and/or in different ways?

Looking at a product’s core benefit can help identify new products where that benefit can be applied. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Incremental USAGE occasions

Impacting Use-up rate: How can we get them to use our products faster or buy them faster?

Demonstrating “typical usage” of a product which uses much more of it than average can increase consumption. ,[object Object],[object Object],[object Object],[object Object],Impacting USE-UP rate

Increasing the size of a package can sometimes increase consumption. ,[object Object],[object Object],[object Object],[object Object],[object Object],Impacting USE-UP rate

Trading Users Up: How can we get them to trade up to higher cost/higher margin items?

Thinking about a product’s core benefit and then increasing the effectiveness of that benefit encourages consumers to trade up. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Trading users UP 4 oz for $7 2 oz for $10 1.7 oz for $18 1 oz for $25

Penetrating Untapped channels: Are there other channels in which we want to sell our products that we aren’t selling in now?

The incredible growth of non-retail outlets have brands examining how they can play a bigger role in this area. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],UNTAPPED Channels

Capabilities ,[object Object],[object Object],[object Object],[object Object],[object Object]

L Oreal Final 022110

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