More than a pretty face – Personal Care launches that succeed

Every product in this cluttered category is launched by marketers with a promise for a “better version of ourselves” for the consumer. With so many selling points and daily innovation, messages become jumbled and turn into noise as it reaches your prospective audience – making it a challenge to break through.

Launching a food product in Canada

Personal care is a massive category with products and solutions for head to toe – longer lashes; less hair; more hair; white teeth; protected skin; big eyes, smooth skin, etc, etc.

With estimated numbers of 75 to 90 per cent of new products in the CPG category failing to succeed post launch according to studies done HBS, Neilson and many more, it is clear that there is much to improve upon to ensure success at launch and beyond.

This is more true than ever in the personal care industry – which is projected to be worth more than $860 Billion US by 2024*.

The right agency can help you ask and answer the right questions to set yourselves up to capture a piece of that enormous pie.

They can help you identify potential barriers; understand the competitive landscape; establish a clear point of difference (why would people care?); who will try and buy and how they can become your evangelists.

The right partner can also help develop and execute a laser sharp plan and take all of that marketing bench-strength to retail partners to demonstrate that you and your brand mean business and are here to play and stay.

The best partners will challenge their clients to think beyond the basics, be agile and ruthlessly pursue success. There is a lot of time, money and passion put into brand development and your brand marketing should be put into the hands of a partner who shares the same vision of success – both for the short and long-term.

Your brand can fulfill the promises you set out and be a business success to be remembered.

Want to talk? Call or email us. We would love to share some of our experience and learn about what’s ahead for you and your company.

*Zion Market research study, June 2018

Harbinger is a Toronto-based North American marketing agency with expertise in product launches. We help brands get noticed and purchased.


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