Unilever Archives — USP Solutions
Axe Deo

Proving the products claim

Educate, prove claim and convert

About the project

Axe deodorant marketing team developed a great marketing strategy for their product that has been extremely successful. However, over time the product has been viewed as just a body spray. The Axe Global team in the UK wanted to change this narrative and educate their consumers, that Axe was so much more. A body spray that not only smelled good but also eliminated bad odour by killing the responsible bacteria.

They needed a tool that was able to identify that ingredient – Zinc – and prove their product claim; it removes bad odour exceptionally well and with its special ingredient offers freshness throughout the day.

USP’s R&D developed a prototype tool that showed an immediate colour change once it came in contact with Zinc in the product, compared to one that did not have any in it.

The tool was so powerful to educate, prove the product claim and convert that markets worldwide used it (with multiple reprints) for very successful campaigns.

Facts
Brand:
  • Axe Deo
Category:
  • Deo
Beauty Concern:
Test Type:
  • Zinc detector
Activation Channel:
  • POS
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

USP Zinc Detector
min
Black Pearl Anti-Ageing

Wrinkle Test

Helps you find the right product for your skin

About the project

The Black Pearl team in Russia was keen to engage their consumers while using a digital offering along with a selling push at POS for their anti-ageing product. They wanted to cover their market professionally and effectively.

Combining our haptic testers with our Digi.Ba tool this phygital experience was developed by USP so the consumer could measure their personal wrinkle level, be directed to the digital tool where they were able to evaluate and get results of their skin requirements along with a product recommendation.

The digi.BA: https://dba.usp.at/blackpearl/  Phygital (Physical + digital) tool was quick, easy to use and made the right product recommendation for the right skin need of the consumer. Perfect for engagement and professional consulting, especially, in these difficult times.  

Facts
Brand:
  • Black Pearl
Category:
  • Skin Care
Beauty Concern:
Test Type:
  • 2D-Wrinkle-Tester
Activation Channel:
  • POS, Retail, Digital
Sales Channel:
IMAGE GALLERY SLIDES
Click here to see the tailor-made solution for Diadermine.

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.

Vasenol

Hydrated Skin starts with an accurate product

Easy to use and engaging

About the project

Vasenol Germany planned on an extensive launch in all larger stores in Germany and Austria. As Vasenol is also a therapeutic product, it was also to be launched in pharmacies.  Wanting to diagnose the hydration level of the consumer to recommend the right product choice, the tool needed to be easy to use and engaging.

USP’s hydration tester was able to deliver exactly those results. When its test strip was applied to the skin of the consumer and then removed, the test strip was able to determine how dry the skin of the consumer was. The drier the skin the whiter the strip, as the top layer of the cells on the skin, is removed and gets adhered to the test strip.  Once the consumer was able to determine their dryness level, they were convinced of the need for Vasenol and steered to the perfect variant based on their hydration level.

The consumer was engaged and got a clear idea of how and why they need the product for their skin health.

 

Facts
Brand:
  • Vasenol
Category:
  • Body Care
Beauty Concern:
Test Type:
  • Hydration Test
Activation Channel:
  • POS
Sales Channel:
Hydration Test
01:55 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 Men

Scalp Diagnosis

About the project

Coming to USP as a referral, the Clear team in Vietnam needed an easy-to-use tool for their Clear hair 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. They did not have any specific demo in mind but wanted something compelling for the Clear Men range.

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. Perfect for the no-touch protocols now in place.

 

Facts
Brand:
  • 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
Dove

How Does Your Hair Feel?

Consumer Engagement Tool

About the project

The responsible team in the Philippines for Dove wanted to educate their consumers on their hair type with the help of a hair tool. They were using a diagnostic machine but faced the issue that they could only deploy 3 units per store which were cumbersome and very cost-intensive. They came to USP looking for something handy, easy to use, and have the capability to touch multiple consumers in a short time.

The team wanted to focus on their 3 conditioners that covered all kinds of damaged hair and that were easily attachable to sampling. While the consumer could easily understand what to do on their own or with the help of beauty advisors in-store as a push engagement tool.

Using their roughness technology, USP developed a demo card that clearly showed the three different kinds of hair quality and the associated conditioner to rectify the problems. Consumers could match their hair quality to the card and see how the product worked/reacted on the demo, thus getting a product recommendation that was right just for them.

Facts
Brand:
  • Dove
Category:
  • Hair Care
Test Type:
  • Hair Roughness
Activation Channel:
  • POS with BAs, Postal Mailing
Sales Channel:
IMAGE GALLERY SLIDES
Click here to see the tailor-made solution for Benefit

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
Dermalogica

Prove Product Claim

Residue Detector

About the project

For the launch of their Advanced Skin Cleanser, Dermalogica wanted to empower their beauty advisors to engage and show the efficacy of their product to the consumer with the help of a tool that could detect facial residue and pollution.

USP developed for them a residue detecting tool that co-related with the sebum build-up on the consumer’s own skin.

The tool not only started a conversation with the consumer but also helped the BA’s to strengthen their position as experts and be able to persuade the consumer of the need of the product. The tool was deemed so effective that it prompted repeat orders.

 

Facts
Brand:
  • Dermalogica
Category:
  • Skin Care
Beauty Concern:
Test Type:
  • Skin Type 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
USP - SKIN TYPE TEST
01:29 min
Lifebuoy

How effective is your handwash?

A product claim demonstrator: germ detection tool.

About the project

The Lifebuoy team has been looking for a demo that proved its claim of eliminating 99% of germs compared to other soaps. Germs are invisible to the naked eye, so they are overlooked all around. They wanted to show that not only did the soap make short order of the visible dirt, but it also went deeper to tackle the invisible germs which a regular wash may not provide. Thus, really eliminating 99% of germs from the surface of the hands.

How did USP Solutions help? 

Taking the Lifebuoy team’s requirements into consideration, USP developed a demo card that used two of its technologies. The R&D lab of USP tested Lifebuoy and other similar products against different technologies. They found that they could show the elimination of dirt by using the wipe off technology. This showed that both products worked equally well, but when the demo was exposed to UV light, one could see the part treated by Lifebuoy, how deeply it cleaned with only 1% of germs still present. While the part of the demo treated with competitor product still showed the invisible germs. This demo was so powerful and believable that they were able to prove their claim effectively.

 

Facts
Brand:
  • Lifebuoy
Category:
  • Body Care,
  • Product Science
Beauty Concern:
Test Type:
  • Germ Detection Tool
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
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 the 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.

How did USP Solutions help? 

Taking the needs of the Clear team into consideration USP Solutions went about to develop a three-pronged tester that diagnosed the consumers’ hair health by testing the level of dandruff, oiliness (scalp sebum), and hair fall. This tester would indicate the level of damage of the consumers’ hair and give the BA’s instore a tool to engage and recommend the new product that was specifically developed for those concerns.

Facts
Brand:
  • Clear
Category:
  • Hair Care
Beauty Concern:
Test Type:
  • Scalp Sebum, Dandruff
Activation Channel:
  • POS, Retail
Sales Channel:
IMAGE GALLERY SLIDES
Click here to see the tailor-made solution for Meaningful Beauty

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
Sunlight

Prove The Germs Gone

About the project

The Sunlight team had the challenge to show consumers that their product is highly effective as an anti-bacterial washing liquid. They needed a tool that could visually show consumers how sunlight kills bacteria and cleans right down into the sponge.

 

How did USP Solutions help? 

With the help of USP’S R&D experts, a tool was developed that reacted with the specific PH levels of the Sunlight showing a distinct elimination of simulated germs from a surface. This tool was a highly sensory and emotional tool that immediately caught the consumer’s attention and showed them how Sunlight worked compared to a competitor’s product.

Translated into a demo card, we created an innovative solution that visually shows the germs disappearing ( watch how the technology works here ) and approves the product’s efficacy. After ideation, the design team developed an easy to handle, lightweight tool that the brand can easily deploy all over the region. 

Facts
Brand:
  • Unilever
Category:
  • Product Science
Beauty Concern:
Test Type:
  • PH-Value Test
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

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POND'S pimle test

POND's - pimples gone in 3 days

About the project

The POND’S team strived to prove its product’s truth and superiority. It was looking for a demo solution which enabled to prove the claim “pimple free in three days” easily, reliably and with no risk.

Facts
Brand:
  • POND’s
Category:
  • Skin Care
Beauty Concern:
Test Type:
  • Acne Risk Test
Activation Channel:
  • POS
Sales Channel:

What was the challenge?

The POND’s  team was looking for a solution that would prove product truth, and at the same establish brand love, thus increasing sales and brand share.

How did USP Solutions help?

The POND’s team briefed the USP team about their brand activation needs. The experts at USP Solutions in return proposed demo tools uniquely designed for POND’s.

Besides being designed in the POND’s look and feel, it contained several test strips, so consumers could check on their skin’s improvements. It also contained extra test strips for a friend. Last but not least, the test left room for product presentation and product recommendation.

 

How does the tester work?

Performing the test is easy, reliable and fun.

How it works:

  • Gently press the test strip onto your skin (cheek, forehead and chin) for about 10 seconds.
  • Compare completed test strips with result fields to identify pimple risk level.

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.

Acne Risk Test
01:13 min
Acne risk Test - Clean face - Step 1 | USP Solutions

01

Cleanse face; do not apply moisturizer or makeup after cleansing. Give skin enough time to generate.

Acne risk Test - Press test strip onto skin - Step 2 | USP Solutions

02

Moderately press the test strips onto skin area that will be tested, e.g. forehead, nose, cheek and/ or chin. Press each test strip onto the skin for about 5 seconds. Make sure to press the whole tester surface onto the skin, but once only.

Acne risk Test - Compare Result - Step 3 | USP Solutions

03

Compare the result to identify your personal chance of developing acne.