In this article: a press release on Pro Demos by USP Solutions - where pro-grade demo experience meets new innovation in personal and home care.
USP Solutions, a leader in innovative and sensory marketing solutions for the personal and home care industry, has been diligently working towards its ground breaking transformation that has launched the company into a new era of demo experiences
Undergoing a paradigm shift, changing not only the vision and mindset but also evolving into a dynamic, hybrid, full-service demo creation company, working hand-in-hand with major players worldwide.
Founded in 2003, USP Solutions has continuously pushed the boundaries of innovation, initially pioneering paper-based beauty trait testers that revolutionised consumer engagement to educate, and recommend products to consumers, making the shopping experience more personalised and interactive. Over the years, USP Solutions has evolved to meet the ever-changing demands of brands, their consumers and technology.
The company has since then evolved with its marketing demos, evolving from paper-based solutions to sophisticated sensors for product testing. This evolutionary journey integrated with time AI face scanning and web applications, that marked the dawn of ‘phygital’ marketing-a seamless blend of physical and digital experiences.
In 2023, USP Solutions underwent a paradigm shift, transforming its vision, mindset, and technologies. Evolving USP Solutions’ position with its new innovative approach that focuses on translating complex scientific concepts into accessible demos, solving communication challenges and elevating marketing and R&D professionals to hero roles.
“With this shift USP has gone from being creative manufacturers to demo creation experts that has opened a multitude of opportunities.” said Diego Kanda-Diwidi, CEO of USP Solutions. “Today, we are influencing our ideal customers to speak our language and to rethink this company not as an agency but as a reliable, innovative, professional company able to talk, not only in their language but also in the language of their audiences.” Said Diego Kanda-Diwidi USP’s dynamic CEO.
USP has established a clear process that instils trust in the market. They evaluate, ideate, develop and deploy, no matter the category or the challenge. “We aim to inspire professionals worldwide to see us as the main source of ideaƟon for the incredible science behind their products,” states Kanda-Diwidi. “As we empower our people, we empower our customers, leading to remarkable success stories.”
Join the Revolution
USP Solutions invites you to join this revolutionary journey. Find out how the innovative solutions from USP can elevate your brand and produce memorable customer experiences. Find out more about what they do and how they do it here: https://www.usp.at/
What this means for the next brief you write
For brand teams briefing a demo programme, the practical implication is to ask for both halves explicitly. Experience shows up in the small details, dosing, materials, fail-modes, regulatory carve-outs, that only repeat exposure to real activations teaches you. Innovation shows up in new formats, new sensors, new visualisations and new ways to bring a claim to life on screen and in hand. A brief that only asks for one of the two ends up with either a safe demo nobody remembers, or a striking demo that cannot be deployed at scale.
The next time you commission a demo, build the brief around two questions: which proven mechanism do we want to lean on, and where do we want to push into something the category has not seen before? Forcing both questions into the same brief is what produces work that is both deployable and memorable, and it is the single biggest predictor of whether a demo programme survives past its launch window.
It is also worth treating the first version of any new format as a learning asset rather than a launch asset. Innovation tends to over-promise on the first deployment, so the most useful posture is to run a small, well-instrumented pilot, capture what surprised the team, and let the second version carry the load at scale. Brands that resist the temptation to bet a major launch on an untested format almost always end up with a stronger second wave, because the lessons from the pilot are baked in before the spend goes live.