Page 38 - Unlock Sensory Power
P. 38
FOR EFFICACY THAT IS
FELT, YOU MUST FIRST
IDENTIFY WHICH
SENSORY CUES ARE
MOST POWERFUL AT
COMMUNICATING YOUR
CLAIM IN PHYSICAL
FORM.
In China, Kanebo Facial Whip
Cleanser delivers its soft and gentle
claim on another level. The way the
foam is dispensed (like rose petals)
not only excites, but reinforces, the
brand’s equities around femininity,
beauty and nourishment. At the
same time, the product provides a
more engaging washing experience.
For cost conscious African families
seeking efficacy from their soap,
it’s hard to beat Protex. The brand When developing claims, why not
uses ‘best in class fragrances’ to start with a sensory analysis of
directly support the ‘long lasting your product – and the meaning
Anti-Germ protection’ claim. consumers attach to this? Starting
here could lead to brand claims
that are physically defendable.
