Procter & Gamble Archives — USP
Gillette

Gillette Clear Gel: proven better protection

About the project

The Clear Gel team of Gillette needed an interactive tool for their consumers in stores, which proved the efficacy of the claim that their gel sticks protected more than liquid antiperspirants. A tool to highlight the instantaneous protection even before sweating. In Clear Gels, the AP compound is already diluted in water, so the skin upon application absorbs it. With other AP sprays, the compound is solid and requires sweat to dilute, and only then can be absorbed by the skin. The tool had to be easy to use, with quick results that could be visually seen. 

How did USP Solutions help?

The experts at USP developed in their labs a tool that detected AP compounds in a product. This was then translated into a demo card that showed the comparison of protection compared to Gillette’s competitors. A two-step test that used the actual product to show a color change. This color change indicated the content and efficacy of the AP compound. Proving that Gillette Clear Gel started working even before the consumer got to sweat.

Working along with Gillette’s marketing team, USP finalized the artwork, and production was underway, ensuring timely delivery.

 

Facts
Brand:
  • Procter & Gamble
Category:
  • Deo,
  • Product Science
Beauty Concern:
Test Type:
  • Protection Proof Test
Activation Channel:
  • POS, In-Store, Beauty Consultants, In-Pack/On-Pack,
Sales Channel:
Country:
  • Mexico
Image Gallery
View the Gillette Protection Proof Test in action.

Proven Results

Our beauty marketing tools are highly effective.

PROOF PRODUCT CLAIM
REACH TARGET AUDIENCE
INCREASE SALES
PROOF PRODUCT CLAIM
REACH TARGET AUDIENCE
INCREASE SALES

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Head & Shoulders Scalp Test

Head & Shoulders - what is your scalp condition?

About the project

The Head & Shoulders team aimed at proving product truth and product superiority. The brand activation tool used, provided scalp test boxes which enabled consumers to test their scalp condition easily and with no risk, learning about their needs and at the same time about the best product choice for their scalp condition.

Facts
Brand:
  • Head & Shoulders
Category:
  • Hair Care
Beauty Concern:
Test Type:
  • Scalp Sebum Test
Activation Channel:
  • POS, in-store consulting
Sales Channel:
Country:
  • Brazil
IMAGE GALLERY SLIDES
Click here to see the tailor-made solution for Head & Shoulders

What was the challenge?

The Head & Shoulders team was looking for a solution that enables the consumer to experience product truth with all their senses, whilst proving its superiority.

How did USP Solutions help?

Understanding how important it was for Head & Shoulders to create an engaging and emotional consumer experience which proved its product superiority,  the USP Solutions team suggested the scalp sebum test.

How does the tester work?

The Scalp Sebum Test displays reliable results within seconds, and  is easy to use:

How it works:

  • As a first step, part your hair
  • Next, press the scalp test’s test area onto your dry scalp for 3 to 5 seconds.
  • Compare the result with the reference field to detect scalp condition.

Proven Results

Our beauty marketing tools are highly effective.

PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales
PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales

How It Works

Watch this video to see the tool in action

SCALP SEBUM TEST
01:12 min
Brand Activation - Dandruff Test Step 1 | USP Solutions

01

Part hair. Make sure hair is dry and clean.

Dandruff Test Strip on Forehead | USP Solutions

02

Moderately press test strip onto the scalp for about 5 seconds. Make sure the whole test area is pressed onto the scalp.

Scalp Sebum Test - Match Result | USP Solutions

03

Compare results with reference scale to determine your personal sebum level.

Head & Shoulders

Is your hair dandruff free? Take the test!

About the project

Head & Shoulders was looking for a highly engaging demo tool that would be easy for customers to use and understand, thus proving the efficacy of its products.

Facts
Brand:
  • Head & Shoulders
Category:
  • Hair Care
Beauty Concern:
Test Type:
  • Dandruff Test
Activation Channel:
  • POS, Website,
Sales Channel:
IMAGE GALERY SLIDES
Have a look at our tailor-made Clean & Clear 2in1 card.

What was the challenge?

The Head & Shoulders team was looking for a DEMO tool that could easily and reliably prove their product’s superiority.  The test was supposed to be omnichannel fit.

How did USP Solutions help?

The challenge for USP Solutions was translating Head & Shoulder’s needs to a brand activation tool that enabled consumers to touch and feel the brand, thus demonstrating the efficacy of their hair care line.

The experts at USP Solutions knew that to demonstrate product truth, they had to find a way to engage the consumers’ senses.

USP Solutions developed concepts and mockups, which were sent to the Head & Shoulders team for review.

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

How does the tester work?

The Dandruff Test’s adhesive area removes flakes from the scalp’s surface.

How it works:

– The tester is carefully taken off the card.

– Next, the test area of each test strip is lightly pressed on the scalp.

– Finally, the result is compared with the reference fields.

Proven Results

Our beauty marketing tools are highly effective

PROOF PRODUCT CLAIM
REACH TARGET AUDIENCE
INCREASE SALES
PROOF PRODUCT CLAIM
REACH TARGET AUDIENCE
INCREASE SALES

How it Works

Watch this video to see the tool in action

Dandruff Test
01:19 min
Brand Activation - Dandruff Test Step 1 | USP Solutions

01

Part hair. Make sure the hair is dry and clean.

Dandruff Test Strip on Forehead | USP Solutions

02

Moderately press test strip onto scalp, as shown above, for about 5 seconds. Make sure the whole test area is pressed onto the scalp.

Matching Test Result of Dandruff Test | USP Solutions

03

Compare results with reference scale to determine your personal dandruff level.

OLAY

Olay White Radiance – pearly and radiant

About the project

The Olay team had the challenge of finding a tool that convinced customers of the need for products that maintain and promotes an even skin tone. This tool helped customers to see the benefits of the product.

Facts
Brand:
  • OLAY
Category:
  • Sun Care
Beauty Concern:
Test Type:
  • Sun Damage Simulation Card
Activation Channel:
  • Beauty Advisor
Sales Channel:
Country:
  • China
"

We had the best first half of the fiscal in Olay history because of increased trial via Total Effects. The help your tool gave especially in our largest new user channel – Supermarkets – was the single biggest enabler for this channel.

"
Pang Delgra,
PILIPPINES

What was the challenge?

The Olay team team needed a tool that enabled their Beauty Advisors to engage consumers, all while educating them about the harmful UV rays and the need to protect their skin. Eventually, the POS tool should also evoke the need for a protecting and brightning product.

How did USP Solutions help?

The expert team of USP knew that Olay team needed a tool that had be fit for 1:1 conversation, as well as to support their Beauty Advisors with educating and guiding consumers.

Upon receiving a brief USP developed tools with varying technologies which was present to the to the Olay team, both parties decided that the White Radiance Demo tool with a Darkening Sun Damage Trigger will be the ideal solution for 1:1 conversation.

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

How does the tester work?

After being educated on how to use the White Radiance Demo tool with a Darkening Sun Damage trigger, the Olay Beauty Advisors were keen to educate consumers about the harmfulness of UV rays and thus evoke the need for their product. Using this technology, the claim of UV protection and skin radiance of the customer’s skin can be observed by the consumer – leading to brand trust, awareness and eventually increased sales.

How it works:

  • One half of the face is covered with the Olay product
  • The face is exposed to a UV light for a short period
  • Wipe the product off the card

Then compare both sides of the face. The side with the product will be whiter and more radiant while the unprotected side will look sunburned and dull.

Proven Results

Our beauty marketing tools are highly effective

PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales
PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales

How It Works

Watch this video to see the tool in action

SUN DAMAGE - DARK SPOT & WRINKLES
01:20 min
Reveal Sun Damage Tool for Woman | USP Solutions

01

Place card in front of you.

Expose UV Light on Sun Damage Tool | USP Solutions

02

Protect one side of the face with the flap (move flap over half of the face). Then expose card to sun or UV lamp (395 to 400 nm) for about 10 seconds.

Reveal Sun Damage Tool - Face of Woman on Test Tool | USP Solutions

03

Remove flap and compare protected and unprotected area. The unprotected area shows signs of sun damage: wrinkles and dark spots.

OLAY

UV Protection Campaign

About the project

OLAY was looking for a tool to demonstrate the effectiveness of their SPF product, while creating an engaging consumer experience with the brand.

Facts
Brand:
  • OLAY
Category:
  • Sun Care
Beauty Concern:
Test Type:
  • UV Efficacy Test
Activation Channel:
  • POS
Sales Channel:
Country:
  • United States
"

We had the best first half of the fiscal in Olay history because of increased trial via Total Effects. The help your tool gave especially in our largest new user channel – Supermarkets – was the single biggest enabler for this channel.

"
Pang Delgra,
PHILIPPINES

What was the challenge?

The OLAY Team was looking for a tool which could demonstrate the effectiveness of their SPF product in an easy and reliable way. The demo tool had to be engaging and interesting for the consumer. Furthermore, it had to provide a haptic experience thus increasing brand trust and brand loyalty.

How did USP Solutions help?

The USP Solutions’ challenge was to translate Olay’s needs to a brand activation tool that enabled consumers to touch and feel the brand, thus proving their product claim and increasing brand trust. The experts at USP Solutions knew that in order to create and support brand loyalty, they had to find a way to engage the consumers’ senses.

USP Solutions developed various concepts, which were sent to the Olay marketing team for review. The experts at USP Solutions proposed that the UV technology was the best technological match for this campaign.

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

How does the tester work?

Both UV Efficacy Demo Tool test areas react with a color change when exposed to UV radiation – they do so within seconds. When comparing the color change of a test area covered with an OLAY SPF product against one that is not covered, the protection strength and product superiority of the product can be proven.

How it works:
•    Expose both test areas to UV light – both test fields will change color.
•    Wait for test areas to turn back to white.
•    Apply the Olay SPF product onto the test area marked “SPF”.
•    Expose both test fields to UV light again.
•    See how the non-protected area changes to dark purple, while the test area that is covered with the Olay product remains white.

Proven Results

Our beauty marketing tools are highly effective.

PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales
PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales

How It Works

Watch this video to see the tool in action

UV EFFICACY TEST USP SOLUTIONS
01:35 min
UV Brands - UV Efficacy Test Step 1 | USP Solutions

01

Place Efficacy Card in front of you.

UV Brands - UV Efficacy Test Step 2 | USP Solutions

02

Expose test area to sun or UV lamp for about 10 seconds, both test fields will react to ultraviolet rays and change color.

UV Brands - UV Efficacy Test - How it works | USP Solutions

03

Withdraw from sun- or UV lamp and wait until test fields recover and change back to white color.

UV Brands - UV Efficacy Test - Add cream on test area | USP Solutions

04

As a next step apply sun protection product onto one half of the test area.

UV Brands - UV Efficacy Test - UV Light on test area | USP Solutions

05

Expose to UV light (sun or UV lamp) again. See how the unprotected area turns purple whereas the test field with sun protection does not show any color change. This test shows how effective your product protects against UV rays.

OLAY

What is your personal skin texture?

About the project

The aim of this brand activation campaign was to enable consumers to pick “the right product” out of the Olay product portfolio, knowing – that only happy and satisfied consumers fall in love with a brand and buy again. 

Facts
Brand:
  • OLAY
Category:
  • Skin Care
Beauty Concern:
Test Type:
  • 2D-Wrinkle-Tester
Activation Channel:
  • POS, Social Media
Sales Channel:
Country:
  • Philippines

What was the challenge?

For their upcoming OLAY brand activation, the OLAY team needed a tool that could provide consumers with a solid and reliable skin texture analysis. The goal: based on the skin analysis results consumers should be guided to pick the right product out of the OLAY assortment.

How did USP Solutions help?

Understanding our client needs for a reliable and solid skin texture analysis, the experts recommended a 2D Wrinkle card. This card  provided the tests itself and the result fields:

As a first step, initial concepts and prototypes, differing in size and shape, were sent to the OLAY team. 

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.

How does the tester work?

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.

How It Works (corner of the eye version):

  • Gently apply the powder to the skin to be tested.
  • Gently press the Visual Patch onto the powdered skin area,
  • Compare the result on the Visual Patch with the reference fields.

 

Proven Results

Our beauty marketing tools are highly effective

PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales
PROOF PRODUCT CLAIM
Reach Target Audience
Increase Sales

How It Works

Watch this video to see the tool in action

WRINKLE TEST
01:17 min
How to engage customers - step 1 | USP Solutions

01

Apply powder by gently rubbing patch to skin at eye corner (patch 1).

How to engage customers - step 2 - Press Patch onto eye area | USP Solutions

02

Press wrinkle patch onto eye area (patch 2).

How to engage customers - step 3 | USP Solutions

03

Compare wrinkle patch with result fields to determine your personal wrinkle structure.