Bring your innovation to market

Leveraging consumer insights from new product development to marketing

On July 12, 2012 we hosted an interactive workshop on how to best market your innovations at InnoCos USA 2012. At InnoCos, senior executives from the cosmetics and personal care industry gather to discuss key issues on front-end innovation, new product development and high-growth markets.

New innovations require a deep understanding of the consumer in many phases of a product’s life cycle, from product development to launch. Understanding how to communicate a product’s benefits, how to exemplify the reasons to believe, and how to best position an innovative offering is key in recognizing what triggers your consumers.

About our workshop: the principles of winning claims

In our workshop, our SKIM communication experts Paul Janssen and Sourabh Sharma shared a case study about on-pack packaging communication. By inviting attendees to participate in an interactive case exercise, they discussed the principles of effective claims. These principles have been derived from SKIM’s meta-analysis on claims across multiple consumer product industries. 

While these principles were applied to on-pack claims and related messaging in our session, they can also be applied to communications testing across every phase of the product life cycle. In this way, the workshop exemplified the need to derive consumer insight across multiple phases of the product life cycle, so that you can successfully bring your innovation to market. Review the slides below!

If you are unable to view the slides on this page or you'd like to download the presentation file,
click here to view our slides on slideshare.

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In addition to co-presenting our workshop, Sourabh Sharma was asked to chair the 2nd day of the InnoCos NY event. Below you can review his opening talk, about social media research:

About InnoCos: innovation in cosmetics and personal care products

To truly stay ahead in the world of cosmetics and personal care products, you need to respond quickly and decisively to global trends. At this event one can learn from leading cosmetics and personal care professionals from L'Oreal, Colgate Palmolive, Aveda and many more - on how to maximize business success by putting innovation at the core of your company.

To maximize knowledge exchange and to generate actionable results, the conference format is designed to be interactive and productive. This included keynote presentations, panel discussions and 'hands-on' brainstorming workshop sessions.

Want to know more? Don't hesitate to give us a call or drop an email!