 "Ganesh Bangalore")
What has been the most interesting sales promotion you have engineered so far?
We understand how critical it is to look at technology for delivering our products to consumers. In June 2013, Neutrogena rolled out its sales campaign that was a reflection of this synergy. Called the Healthy Skin Adviser, it was a unique application used at our stores for tablet computers. The difference, however, was that instead of merely giving information about the products, it was specially used by our salespersons at various Neutrogena outlets to help consumers choose the right Neutrogena products based on their requirements. This application became a facilitator of sorts to move our products from the shelves and enhance consumer interaction. It was an interesting campaign, especially given that Neutrogena is a relatively new player in the beauty market.
Who did you primarily target: new or existing customers?
By default, we were targeting new consumers who were coming to our outlets and testing the brand. With the app's introduction at our stores, we saw how several of our existing consumers were enthusiastic about it, too. The idea was to target young and even middle-aged women to learn more about their skin type, allow our 'advisors' to help and interact with customers and give them tips to choose the right products from Neutrogena for their skin, based on a customised analysis of their skin with the help of this app.
What kind of promotion was it?
For us, it was a point-of-sale, digital promotion, one that would not just add value for the consumer but also ensure sales for the brand. Through this promotion, our 'Healthy Skin Advisor' would take pictures of the consumer on the tablet and mark the trouble areas of her skin. The app was designed in a manner that it could identify patchy skin, acne marks, pimple prone areas, fine lines, crow's feet, dark circles, tanned skin areas etc. Post this exercise, the app asked questions to the consumer based on the skin type before proceeding to show the Neutrogena solution, or the best recommended product for the troublesome skin area.
Why was it designed so?
The beauty segment in India is really crowded with many brands vying to get the attention from the same set of consumers. The salesperson on the shop floor - or the beauty advisor as we call her - can have a hard time building relevance and trust with the consumer. Through this app, we could ensure that our beauty advisor was knowledgeable and our consumer was engaged actively in learning more about the brand.
We took care to extend the consumer interaction beyond the store point by sending detailed answers on her skin type, besides giving her a customised beauty regime for her skin. The detailed 'skin analysis report' was then emailed to the customer with recommendations of Neutrogena products.
What were the challenges?
Given the extensive range in Neutrogena's portfolio, it was challenging to incorporate all our products into a single healthy skin regime. However, thanks to a strong understanding of the majority of consumer skin needs, we were able to map the most relevant concerns with the appropriate regime. Another challenge was that with so many companies jumping onto the digital bandwagon, we had to break the clutter and develop an app where consumers recognised it for its value addition. Not only did we design an exhaustive application, we also maintained a continuous dialogue via emails, educating the consumer on how our products could genuinely help her.
Who partnered you in it?
This was truly a multi-team partnership with agencies from across the world. LBi USA, Market Live USA, Telibrahma and Ivy Mobility partnered with Johnson & Johnson to design and execute this project.
How effective was the exercise? Don't sales promotions incur high long-term costs for a company?
This campaign worked extremely well for the brand. Consumers began spending more than the average one minute at the sales counter. Previously, the entire transaction was completed in a few seconds. Having an exhaustive solution to beauty needs via a relevant digital tool also meant that consumers saw more products than they picked off the shelves. The link between beauty needs and the solution given by Neutrogena was reflected in increased sales. The sales grew 25 percent at the counters where the 'Healthy Skin Advisor' app was introduced compared to those sales counters to other counters. Our database of customers has also grown and allows us to track the profile of our target audience better.
'Healthy Skin Advisor app'
Aim
To increase awareness around Neutrogena's product range via an exhaustive digital tool
Target
Women audience in the age group of 18-plus. We also looked at the middle-aged working woman, particular about using branded products for skin care
Plan
A tablet with a customised app was installed at certain outlets. Our salesperson were told to shoot the customer's face profile from the tablet. The app identified the troublesome skin areas and identified products by Neutrogena that could tackle the skin problem. The app also had a questionnaire pertaining to skin and beauty regime. We sent the answers via email and ensured that consumers got tips pertaining to beauty regime
Outcome
The enquiries - post the announcement of this campaign - have doubled. We have also recently started the second phase of this campaign last week.
