OLAY was looking for a tool to demonstrate the effectiveness of their SPF product, while creating an engaging consumer experience with the brand.
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."
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.
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.
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.
Our beauty marketing tools are highly effective.
Watch this video to see the tool in action
Place Efficacy Card in front of you.
Expose test area to sun or UV lamp for about 10 seconds, both test fields will react to ultraviolet rays and change color.
Withdraw from sun- or UV lamp and wait until test fields recover and change back to white color.
As a next step apply sun protection product onto one half of the test area.
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.