Unilever Archives — USP Solutions
Dove

Scalp Build up Test

Help the consumer find their scalp + hair therapy

About the project

Targeting major retailers such as Walmart, Target, Drug, and Kroger, Dove aimed to launch its new Scalp +Therapy product line in the United States.

The primary goal was to create an engaging in-store experience that not only attracted consumer attention but also educated them about the common issue of scalp buildup and demonstrated how Dove’s Scalp +Therapy could effectively address this concern. Armed with this knowledge the brand aimed to empower consumers to choose the right therapy for their specific needs independently, and without the assistance of beauty advisors.

The demo not only served as a traffic stopper but also empowered shoppers to make informed decisions about their scalp health and product preferences.

Facts
Brand:
  • HelpNet
Category:
  • Hair Care
Beauty Concern:
Test Type:
  • Scalp Sebum Test
Sales Channel:
Country:
  • Romania

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
01:41 min
Rexona

Rexona Deo - smooth and irritation-free

About the project

Rexona’s primary goal was to establish the superiority of its MotionSense Technology and enable consumers to experience the product benefits first hand.

They needed a tool so consumers can understand how to protect their underarm skin even after removing underarm hair.

The company collaborated with USP Solutions to develop a unique and interactive tool that would resonate with consumers at the point of sale (POS).

The collaboration between Rexona and USP Solutions resulted in a powerful and emotionally engaging POS tool that showcased the unique benefits of the deo. It allowed consumers to touch and feel the difference, establishing Rexona as a leader in long-lasting freshness and protection.

Facts
Brand:
  • Rexona
Category:
  • Deo
Beauty Concern:
Test Type:
  • Deo Reactive Test Card
Activation Channel:
  • POS, In-Store, Beauty Consultants, In-Pack/On-Pack,
Sales Channel:

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
Sunlight Extra Lembut

Mildness Test

Influencer Campaign Support

About the project

About the project 

The Sunlight R&D and Marketing team in Indonesia wanted to have an influencer campaign tool that helped prove product superiority vs key competitors in the market. They wanted a tool that highlighted the efficacy of the product, to show how mild it was, which is the key element around  Sunlight as it does not damage the hands/skin after use.   They needed the tool to support influencers’ content and could easily and scientifically demo their claim. It was to be visually engaging for the audience while educating them about the product’s efficacy

The Sunlight team came to USP with no clear vision of what they needed but relied on USP to ideate and create a winning solution to their dilemma.

Working on our three-step ideation concept USP went on to develop a winning demo:

  • Demo Ideation ​– generating ideas and solutions that may best suit the project
  • Demo Development ​- evaluating and refining the ideas, based on their feasibility, impact, and alignment of Sunlight., the aim was to select the most promising ideas that can be developed further. The selected ideas are then developed into prototypes or mockups to demonstrate how they would work in the real world. This involved creating physical or digital prototypes
  • Demo Execution – Scaling up and delivering the winning prototype within the timelines 

With each step being dependent on the success of the previous one and with a clear outcome (deliverables)​

It was important for the Sunlight team to have a tool backed by science so the influencers as well as the audience were convinced of the claim. This was seen as a key factor to keep the audience attentive and engaged rather than play-acting that may not be quite as convincing.

Facts
Brand:
  • Sunlight
Category:
  • Demo Creation,
  • Home Care
Beauty Concern:
Test Type:
  • Mildness Test
Activation Channel:
  • Influencer Campaign
Sales Channel:
Country:
  • Indonesia

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

Mildness Test
01:41 min
Signal

Mildness Demo

R&D Internal Showcase

About the project

About the project 

Signal Toothpaste’s R&D successfully formulated a new toothpaste aiming to promote its mildness by excluding Sodium Lauryl Sulfate (SLS), positioning it as gentle on teeth and gums while enhancing overall oral health.

The primary challenge was to visually and tangibly exhibit the mildness of the toothpaste while highlighting its benefits for oral health. They needed to create a compelling demonstration that could effectively convey the mildness aspect to internal stakeholders.

How USP helped

Seeking to internally showcase this breakthrough, the team engaged with USP, a trusted partner previous collaborations, to create a successful demonstration for their new formulation.

Using ideation to conceptualize a demonstration strategy and comprehensive brainstorming sessions and validation, the USP team arrived at a multifaceted solution:

  1. Video Demonstration: A high-quality video was created, painstakingly tailored to highlight the toothpaste’s mildness. It demonstrated the effect of the mild formulation on flowers when compared to other SLS-containing products.
  2. Haptic Demos: To complement the video, three variations of mildness demos, shaped like flowers, were developed. These tactile representations aimed to offer a hands-on experience, allowing individuals to see and feel the difference in gentleness compared to conventional toothpaste containing SLS.

This case demonstrates the power of innovative ideas and effective execution in conveying the product’s unique qualities, laying the groundwork for successful internal endorsement and potential consumer acceptance.

Facts
Brand:
  • Signal
Category:
  • Demo Creation,
  • Oral Care
Beauty Concern:
Test Type:
  • Mildness Demo
Activation Channel:
  • Video as Internal showcase
Sales Channel:

How it Works

Watch this video to see the tool in action

Signal Mildness Test
01:22 min
Dove DermaSpa

Dove DermaSpa – does your skin need to be hydrated?

About the project

The Dove DermaSpa team aimed at proving to their consumers, that Dove DermaSpa offers wonderful products to hydrate body skin. The campaign consisted out of two steps. First, consumers were asked to determine their skin’s current hydration level. Second, consumers applied Dove DermSpa and repeated the test. The amazing results convinced consumers of DermaSpa’s product truth and superiority. 

The team was looking for an in-store promotion solution that enables the consumer to experience product truth with all their senses. 

Understanding how important it was for DOVE to create an engaging and emotional consumer experience, the USP Solutions team suggested the hydration test strip. With the aid of this test strip, DOVE enabled consumers to detect their very own hydration level – a highly emotional and engaging moment – also referred to as Beauty Moment of Truth. Secondly, the test strip enabled to visualize the product benefit.

Facts
Brand:
  • Dove
Category:
  • Body Care
Beauty Concern:
Test Type:
  • Hydration Tester
Activation Channel:
  • POS, in-store consulting
Sales Channel:

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

HYDRATION TEST
01:21 min
Hydration Test

01

Press test area to your shin or elbow for 3-5 seconds.

Hydration Test Matching Result | USP Solutions

02

Compare test area with result fields to determine your skin’s hydration level.

Pond's

Oil Control Test

Proving visually their product claim

About the project

The Pond’s team wanted to show their consumers how their formulation with mineral clay worked to control oil. With a tool, they wanted to prove that it eliminates oil and gives the skin an oil free look, leaving it hydrated but not sticky. A quick and easy tool that was a balance between engagement, education, and efficacy demonstration.

USP’s Oil Control technology was just the right one to develop a handy engagement tool that BAs could use at POS or even by the consumer at home. The easy-to-use tool used two testers so the consumer could see how the Pond’s Oil Control worked before and after usage within a few seconds.

Facts
Brand:
  • Pond's Oil Free
Category:
  • Skin Care
Beauty Concern:
Test Type:
  • Oil Control Tester
Activation Channel:
  • POS with BA´s
Sales Channel:

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

Oil Control Test
01:41 min
Clear Unisex and Clear MEN

Scalp Diagnosis

About the project

The Clear/Linic team in Myanmar needed an easy-to-use tool for their shampoo range to engage and steer the consumer to the right product choice. They wanted to explore the demos that were already in use by Unilever and other Clear teams worldwide. Planned as mass campaign in Myanmar, they needed the tool to raise awareness, as most consumers have either oily scalps and/or dandruff. The campaign was done for Clear Unisex and Clear MEN

USP developed a tool that diagnosed the scalp health of the consumer by measuring both the scalp sebum level and dandruff level for them. Once the consumer was armed with a better understanding of their scalp and hair needs, they were better able to choose the right product for their individual needs. The tool could be used by the consumer themselves or with BAs at POS or even at home. Making it not only a powerful tool but hygienic and safe as well.

 

Facts
Brand:
  • Clear Unisex and Clear MEN
Category:
  • Hair Care
Beauty Concern:
Test Type:
  • Scalp Sebum Test, Dandruff Test
Activation Channel:
  • POS with BAs
Sales Channel:

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
01:41 min
Rexona

Prove your products efficacy

About the project

The Rexona team in Italy needed an engaging demo tool for their consumers to prove the efficacy of their anti-transpirant deodorant. The team needed an on-shelf, easy-to-use tool that could easily be used by the consumer themselves in-store or at home while educating them about the advantages of using the product.

How did USP Solutions help?

USP Solutions developed a sweat protection test card containing two test stripes that enable the brand to prove that its antiperspirant can stop sweat. This technology is based on aluminium slats as part of its ingredients. Performing the test is easy and fun for the consumer. In addition, it proves the brands anti-transpirant´s efficacy which made it perfect for the brand activation campaign.

Facts
Brand:
  • Unilever
Category:
  • Deo
Beauty Concern:
Test Type:
  • Sweat Protection Test
Activation Channel:
  • POS, In-Store, without Beauty Consultants, On-Shelf
Sales Channel:
Sweat Protection Test
min

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
Clear Comb Demo Tool

Scalp Analysis

About the project

Prolonged use of head covering stimulates the hair to produce oil, causing organisms to form, which can cause damage the hair, i.e., dandruff and hair fall. Launching a new formula in the Indonesian market that had been adapted for consumer wearing a head covering, the Clear team required a demo that showed how the shampoo addressed and prevented the three concerns of its target group. They wanted to highlight the 3in1 benefits of the product.

The team came to USP with no clear vision of what they needed but relied on USP to ideate and create a winning solution to their dilemma.

Working on our three-step ideation concept USP went on to develop a winning demo:

Demo Ideation ​– generating ideas and solutions that may best suit the project

Demo Development ​- evaluating and refining the ideas, based on their feasibility, impact, and alignment of Clear.  The aim was to select the most promising ideas that can be developed further. The selected ideas were then developed into prototypes or mockups to demonstrate how they would work in the real world. This involved creating physical or digital prototypes

Demo Execution – Scaling up and delivering the winning prototype within the timelines

With each step being dependent on the success of the previous one and with a clear outcome (deliverables)​

Working closely with the Clear team through all steps USP Solutions developed a three-pronged tester that diagnosed the consumers’ hair health by testing the level of dandruff, oiliness (scalp sebum), and hair fall, all in one in just 15 seconds. This tester indicated the level of damage to the consumers’ hair and scalp. The tool diagnosed the hair concerns for the consumer and gave the BA’s in-store a tool to engage and recommend the new product that was specifically developed for those concerns.

Facts
Brand:
  • Clear
Category:
  • Demo Creation,
  • Hair Care
Beauty Concern:
Test Type:
  • Scalp Sebum, Dandruff
Activation Channel:
  • POS, Retail
Sales Channel:

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
01:17 min
Skinsei

Bring Home Retail Kit

Personalised Skin Health Tests

About the project

Skinsei USA was looking to educate consumers about their skin health in the comfort of their homes. They needed science-based educational tools that engaged the consumer and helped them to understand their own individual skin needs.  A self-analysis tool designed for diagnosing skin requirements and tailoring beauty regimes according to consumer needs.

To be sold in Target stores, they wanted a tool that could be bought independently of any specific brand, brought home and used to diagnose their skin requirements. They wanted something similar to the DNA kits, specific to skin.

How did USP Solutions help?

A fully branded skin diagnostic box with three science-backed skin tools i.e. a skin type tester, a skin hydration tester along with a skin PH level tester were included in this box to give the consumer a 360° assessment of their skin was developed. Easy to use with quick results, the tools gave the consumer an in-depth understanding of their skin and the type of products that they need.

Facts
Brand:
  • Skinsei
Category:
  • Skin Care
Test Type:
  • Skin Type Test, PH Value Level, Hydration Test
Activation Channel:
  • At Home Engagement
Sales Channel:

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
USP - SKIN TYPE TEST
01:29 min