L’Oréal’s Age Perfect team came to USP with the challenge for them to create a sensory marketing tool that engaged the consumers at POS, focusing on their new Intensive Re-nourishing range. It had to be easy to use, had to work in isolation of beauty advisors, and specifically designed to diagnose the skin hydration level of the 55+ woman.

How did USP Solutions help?

We created a skin tester that measured the level of dryness of the skin. In 5-7 seconds, the consumer could understand the status of their skin and then get a product recommendation based on the result. No beauty advisor was needed to do the test, it was engaging, and it had a call to action by asking that fundamental question of the required demographic “Is your skin dry?”. This way, the consumer really understands the condition of their skin, while being provided a clear guideline addressing the condition with the products. Thus, stimulating the purchase intent and increasing the basket size with the right product recommendation for their skin.

USP Solutions always tests the products on its several technologies to ensure the best possible outcome. Developing different concepts, keeping the teams need, claims, and market requirements in mind. Once a concept is selected that meets the marketing teams’ requirements, the USP team is galvanized into the production process that begins with artwork designing or alignment and ends with the finished product reaching the destination on time.

The Kiehl’s since 1851 Team was looking for a way to engage and educate consumers in-store. On the one hand, they wanted to shift the conversation from selling to consulting; on the other hand, they wanted to underline their sales staff’s expertise.

How did USP Solutions help?

The USP Solutions’ challenge was to translate Kiehl’s needs into a demo tool that enabled their in-store consultants to analyze the client’s skin within seconds, guiding them to their most appropriate Kiehl’s regime. USP Solutions developed concepts, which were sent to Kiehl’s marketing team for review.

The experts at USP Solutions proposed Skin Type Technology, the best technological match for this campaign. Customized Sensory Demo Tool to be used by highly trained consultants (KCRs) to start a conversation with consumers with a simple approach: “Do you know your skin type?”

Once it was decided how the haptic tester’s experience could be implemented in the campaign, USP took complete responsibility, handling everything from artwork implementation to printing and on-time delivery.

“Less visible wrinkles after one week” – that was the main claim the L’Oreál Paris team wanted to prove with our help – hence the brand activation tool had to provoke consumer excitement, increase trust and brand love.

For their upcoming “Revitalift” activation the L’Oréal Paris team needed a tool that could determine the consumer’s wrinkle level, that – used as a before/after test – could effectively demonstrate Revitalift’s claim to lessen wrinkles after one week.

Our experts at USP knew that the key ingredient for a highly engaging tool is the understanding and translation of L’Oréal Paris’ needs. Paired with a haptic experience, that stimulates the consumer’s senses, the sought-after solution promised true consumer Engagement.

As a first step, initial concepts and prototypes, differing in size and shape, were sent to the L’Oréal Paris team. Our 2D Wrinkle Test technology was evaluated as the best technological fit for this campaign.

After deciding on how the sensory marketing tool will be used in the campaign, the USP experts took the lead in handling artwork, printing and on-time delivery in the usual, professional manner.

This wrinkle test consists of two parts: a Powder Applicator and a Visual Patch. When used together, the strips deliver a 2-dimensional visualization of the skin’s surface structure and/or expression lines. By taking one test before using Revitalift Wrinkle Cream and another taken 1 week after having used the product, consumers learn about the efficacy of RevitaLift Cream.

The La Roche-Posay Team was searching for a way to guide their consumers to the right product choice out of their skincare range. They also needed a highly engaging solution which, on one hand, educated consumers, and on the other hand, could also be used by beauty advisors in-store.

USP Solutions’ main aim was to turn La Roche-Posay’s  expectations into a highly engaging activation tool that fueled consumer excitement. Achieving this was made possible through educating the consumer about their skin type and allowing them to experience the brand through a haptic approach.

After receiving prototypes that varied in size and shape from USP Solutions the La Roche-Posay team agreed the Skin Type Tester was the suitable technology match for this activation.

As soon as both sides had a clear picture of how the sensory marketing tools would be used in the activation, USP took on the next steps – artwork creation, printing, and on-time delivery.

The USP Skin Type Test enables consumers to understand their skin’s sebum level, giving them a moment of truth. The strip reacts to sebum on the skin by displaying dark dots, allowing the consumer to determine their individual skin type. Knowing whether she/he has dry, normal, combination or oily skin, combined with the in-store consultants’ product recommendations, consumers felt at ease in choosing the matching product from the series for their needs.

The L’Oreal team wanted their Beauty Advisors to engage and enlighten consumers about their skin wrinkle level. Advise them about what their skin required and eventually, the POS tool should also evoke the need for a one of the in-store products.

Upon being briefed, the USP’s team developed different concepts that ensured 1:1 engagement, at the same time supporting their Beauty Advisors to educate and guide consumers.

Both parties agreed that USP’s 2-D wrinkle test technology would give the best possible result for L’Oreal. Giving the best results and simultaneously engaging the customer.

The next step was to decide the size and shape of the demo card – and after that, the experts of USP handled the project’s next steps responsibly: artwork, printing and on-time delivery.

The L’Oreal Beauty Advisors learned how to use the tools and the advantages it had. Then eagerly engaged consumers and showed them what level of wrinkles they had. This indicated which product was right for them. Leading to brand trust, awareness and eventually increased sales.

How it works:

• Step 1: take the powder strip and place it on the outside corner of the eye. Tap to make sure the surface is covered with the powder.
• Step 2: Firmly place the result test strip on to the same area.
• Now remove the test strip and compare it with the provided result chart.

As summertime was approaching, Kiehl’s had the challenge of finding a tool that assisted their Beauty Advisors to educate consumers about the consequences of UV radiations, as well as, to help them pick the right product in-store.

The L’Oréal Paris team was searching for a solution that would support their “Pure Clay Mask” activation by educating the consumer about their skin type and lead them to the right product choice.

For their “Pure Clay Mask” product range activation the L’Oréal Paris team was looking for a way to lead their customers to choose the right product for their individual skin needs. Other than that, the solution L’Oréal Paris needed had to educate, consult and engage the consumer via mass marketing.

Our experts at USP Solutions understood that L’Oréal Paris needed an activation tool that explains consumers their skin’s demands, thereby guiding them to the right product choice. By adding a haptic experience, increased brand awareness and brand trust would be ensured.
As a result of this, USP Solutions proposed the Skin Type Tester as the sensory tool for this activation. Various prototypes were then sent to the L’Oréal Paris team for choosing the preferred shapes, sizes and layouts.
Once agreed on the solutions, USP carried out the next steps, such as artwork support, production of the activation tools as well as the punctual delivery.

The USP Skin Type Test enables consumers to understand their skin’s sebum level, giving them a moment of truth. The strip reacts to sebum on the skin by displaying dark dots, allowing the consumer to determine whether she/he has dry, normal, combination or oily skin. Knowing their skin type, consumers were able to choose the right product from the L’Oréal Paris Pure Clay Mask range.

How it works:

• Moderately press one test strip onto forehead for 3-5 seconds.
• Moderately press other test strip onto cheek, also for 3-5 seconds.
• Moderately press other test strip for 3-5 seconds onto chin.
• Compare test strips to result fields and identify skin type and the proper Pure Clay Mask.