Managers of global brands often have to strike a balance between effective positioning in each country and a consistent global strategy. In our webinar, we used a business case to showcase a practical solution to this dilemma. We shared how a leading personal care brand could identify the best global benefit area and the most effective way to claim it in each country. We provided examples of region-specific differences in claims preference, and shared practical tips on how to build claims that are effective in every region. We also introduced our evolutionary approach that we recently developed at SKIM, which allows the testing of any number of claims, relieving technical boundaries of previous research methods. This new tool enables powerful exploration of new benefit areas and cross-testing of all claims between countries, making sure that no high potential benefit area is ever overlooked. For more information about SKIM's webinars, visit http://www.skimgroup.com/webinars.

1. #SKIMwebinar
Share your thoughts online:
Carlo Borghi
Research Manager
Abigail Joffre
Today’s webinar host
High potential global claims: creation and validation

2. High potential
global claims:
Creation and
validation
SKIM Webinar “High potential global claims: creation and validation”

3. ?
SKIM Webinar “High potential global claims: creation and validation”

4. ?
SKIM Webinar “High potential global claims: creation and validation”

5. The all-natural shampoo with
pure coconut milk essence that
is gentle on your hair
It makes your hair healthier and
stronger thanks to the healthy
power of coconut milk
Enjoy again taking care of
your hair with Coco Cream’s
indulgent coconut fragrance
SKIM Webinar “High potential global claims: creation and validation”

6. SKIM Webinar “High potential global claims: creation and validation”

7. SKIM Webinar “High potential global claims: creation and validation”

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2
SKIM Webinar “High potential global claims: creation and validation”

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SKIM Webinar “High potential global claims: creation and validation”

10. Golden rules
for developing
winning claims
SKIM Webinar “High potential global claims: creation and validation”

11. Promise Value
Be specific
Set yourself apart
SKIM Webinar “High potential global claims: creation and validation”

12. 80% less dandruff in
only two weeks
Visible decrease of dandruff in
half the time compared to
regular shampoos
SKIM Webinar “High potential global claims: creation and validation”
Implicit comparison,
less concrete
Concrete statement,
category comparison
Asia
EU US

13. Repairs & Revitalizes
fragile and broken hair
For stronger, fuller hair,
healthier hair
SKIM Webinar “High potential global claims: creation and validation”
Negative things that are
NOT going to happen
Focus on the
positive aspects
Asia
EU
LatAm
US

14. Experts
With a Triple action system
that is scientifically proven
to repair broken hair
Gentle for the skin -
Approved by the association
of Dermatologists
With proteins that
strengthen your hair from
root to tip
SKIM Webinar “High potential global claims: creation and validation”
Technology
Experts
Ingredients
Asia
EU
LatAm Asia
US

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SKIM Webinar “High potential global claims: creation and validation”

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SKIM Webinar “High potential global claims: creation and validation”

17. Collect data
Estimate model
Move towards high
potential solution
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SKIM Webinar “High potential global claims: creation and validation”

18. SKIM Webinar “High potential global claims: creation and validation”
Strong & Shiny

19. SKIM Webinar “High potential global claims: creation and validation”
Technology Health Fragrance
✚
Strong & Shiny

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2
SKIM Webinar “High potential global claims: creation and validation”

21. Go to www.skimgroup.com/webinars
for today’s presentation slides and more!
#SKIMwebinar
Share your thoughts online:
Carlo Borghi
Research Manager
c.borghi@skimgroup.com
+44 208 222 7704
Abigail Joffre
Marketing Manager
a.joffre@skimgroup.com
+31 10 282 3535
@SKIMgroup