PiNG! Connecting with Your Consumer - Flipbook - Page 118
PiNG!
CHAPTER 4
PiNG!
CHAPTER 4
Innovation through Superiority Claims—
Antiperspirants and Deodorants
Clinical:
The Niche That
Says “Powerful”
Testing the limits of believability. How can you take a
product that already focuses on efficacy and inject a more significant claim? One way is to take the product to a new therapeutic
level with a target market of consumers who perceive that their
underarm protection needs are greater than most. One might say
this trend is an extension of the current approach in skin care
of promising to provide professional-level performance at home.
The brand’s claims of superiority help consumers believe that this
product will work better than others in satisfying their more demanding needs. The PiNG point is innovation in perception—the
offer of clinical strength, doctor-endorsed, and dermatologically
tested ingredients—that appeals to a new, more discerning group
of consumers.
What benefits are consumers
seeking from professionals that
you could offer in-home?
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