PiNG! Connecting with Your Consumer - Flipbook - Page 144
PiNG!
PiNG!
CHAPTER 5
CHAPTER 5
Personal Cleansing and Experiential Cues
Personal Cleansing Is an
Inexpensive Indulgence
Sensorial benefits can trump efficacy.
Personal cleansing products sell many experiential
cues: fragrance, color, texture and hand feel. Product efficacy varies little across this category, so brands
must compete on the basis of the most enjoyable,
multi-sensorial experience they can create. Therefore,
personal cleansing is the category in which manufacturers take the most license with SKU-layer differentiation, primarily through fragrance. The challenge for
each brand is to position its sensorial experiences in a
way that best appeals to the consumer. The category
has products that are performance-based and focus
on cleansing capability, experiential products based
on fragrance, products with a moisture benefit, and
deodorizing products. Despite these unique benefits,
though, the overall experiential cues are the most
important. Other categories hoping to improve their
multi-sensorial experience have much to learn from
personal cleansing.
What multi-sensory benefits
could connect you more
deeply with your consumer?
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