Experience is all - in

Experience is All
Connecting products to users
through sensorial experiences
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
Agenda
Multi-sensory and immersive experience is a powerful marketing tool
Connecting products to users through sensory experience
Connecting products to users through packaging experience
Connecting products to users through digital experience
Conclusions
2
The most powerful memory
India: Johnson & Johnson’s print adverts smell of the company’s trademark baby
powder
3
3
Leveraging the connection between two senses
USA: Fashion brand BCBGMAXAZRIA has partnered with Magnum ice cream to
create a Belgian chocolate scented scarf
4
Multi-dimensional sensory experience
Argentina: Beer brand Heineken’s The Scenthesizer is a device that DJs can use
to add scents into their music mixes
5
5
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Engaging customers
Brazil: Neutrogena ad lets you wipe the lipstick off this actress's face
A hands-on way to sell a makeup removal product
6
Milan: Salone 2015 explores multi-sensory experiences and the digital/senses
connection
Interactive wood
Sound of Texture by IVANKA, leader in
concrete design. A project developed to
transform different concrete surfaces
into unique sounds.
“Connect” highlights the beautiful and playful
ideas around connections between humans
and objects. Technology allow designers to
create vibrating objects which engage
consumers through all the senses.
Enjoy the sound of falling rain while dissolving
the sparkling candies on your tongue.
A piece of art that connects with Facebook:
colours and moods will gradually change
according to “comments” and “likes” from
Facebook. By Nbt/studio
An artistic installation, inviting visitors to
create their own drawing from
a tablet directly on a rug-type of prop.
by Johannes Wohrlin for BMW
The wooden grain printed and engraved is an
invitation to touch and feel the wood in an
engaging way. Additionally, when it is touched,
a light is activated and really brings a special
feeling to the surface.
Sensory experience
Engaging the senses to build
stronger connections to
product users
Exploring the connection and
synergies between the senses
8
The importance of sensory benefits when buying beauty
32%
of Italian, 24% of German fragrance users
are interested in fragrance that offers
additional cooling or heating benefits when
applied
28%
of German, 13% of French are interested
in bath or shower products with a warming
effect on the skin
49%
of UK consumers don’t buy beauty
products online because they prefer the
in-store shopping experience
9
Source: Beauty Online UK December 2013, European CDC Facial Skincare 2015, European CDC Laundry 2014, European
CDC Household Cleaners 2015
The importance of sensory benefits in beauty and household purchase
When buying beauty and household products, scent is important for:
37%
of French men and 38% of German men who
buy facial skincare products for themselves
when buying a facial skincare product
67%
of German and 57% of UK laundry
detergent and fabric softener buyers when
purchasing fabric softener
44%
of French and 53% of Spanish when
buying a hard surface cleaner product
10
Source: Mintel European CDC Fragrance 2014,
Influencing the mood
50%
45%
of Chinese fragrance users say they
wear a fragrance when they want to
feel good or change their mood
of French fragrance users are interested in
fragrances that are mood enhancing and
43% are interested in fragrances with
stress-relieving properties
63%
67%
of US consumers are interested in
aircare products that are designed to
treat anxiety
of US fragrance wearers are interested in
fragrances that influence mood; 23% would
pay more for this benefit
11
SOURCE: MINTEL FRAGRANCES CHINA JULY 2014;
AIR CARE
US AUGUST
2014,
FRAGRANCE
USMarch
August
Source:
Fragrance
China July
2014,
Air Care US
2015, European CDC Fragrance 2014, Fragrance US August 2014,
2014, EUROPEAN
CDC FRAGRANCE
2014
European
CDC Fragrance
2012
Browse by mood
UK: BPC retailed Lush
has launched an app
that allows users to
browse products via
mood or scent
12
Relaxing and sleep-enhancing scents
39% of European (Big 5 countries) air freshener users are interested in aircare products that make it easier
to relax at home, 26% are interested in aircare products that feature energising fragrances, and 20% in
products that make it easier to fall asleep at night.
Six in 10 US consumers struggle with sleep.
L'Occitane Aromachologie
Relaxing Pillow Mist
13
Neom Organics
Scent to
.
Sleep Tranquillity Intensive
Skin Treatment Candle
Source: European CDC Air Freshener 2015, OTC Sleep Aid US February 2015
P&G Sleep Serenity Hot
Moonlight Lavender
Bedside Diffuser and Milk
& Honey Scented Chamber
Spray
Night and Anti-stress formulation
14
Lancôme Hydra Zen Anti-Stress
Night Serum
Phytomones Sleepless Nights
Calming Face Oil
Offers an anti-stress moisturising ritual based on
diversified sensory textures with a delicate, relaxing
fragrance featuring light, delicate notes
A cellular-energising oil infused with a unique blend of
18 nutritionally-tailored phytoestrogen-rich and naturally
derived oils, vitamins and plant extracts, which work in
harmony with skin's natural repair system to stimulate
cell regeneration
Wake up with scent instead of sound
Sensorwake is the world’s first scent-based alarm clock BUT there is greater
interest in air freshener products that help people to sleep than in products that
wake them up
8%
of French, 12% of German
aircare users are interested in
aircare products that help them
to get up in the morning
19%
of French aircare, 17% of
German users are interested in
aircare products that make it
easier to fall asleep at night
15
Source: European CDC Air Freshener 2015
Surround yourself with fragrance: scented clothes
25% of French, 39% of Spanish, and 28% of
German and 33% of Italian fragrance users are
interested in fragrance for clothes
The T-Shirt company Hiro Clark recently
partnered with Le Labo to introduce two t-shirts
scented with Le Labo Santal 33. The t-shirt is
priced at $128 and claims to keep its scent for
up to 12 washes
16
45% of French, 48% of German, 62% of Spanish,
71% of Italian who buy laundry products are
interested in scent boosters in single-dose
capsule or tablet form to add extra fragrance
Purex Crystals Aromatherapy Energy In-Wash
Fragrance Booster contains essential oils and
claims to provide freshness that lasts for weeks
Touch and smell
Downy perfume collection,
Mystique, Passion, Attraction
and Innocence
Formulated with two micro
encapsulated perfumes. Both scent
capsules attach to fabrics and the
luxurious fine fragrances are
released by friction, thus change
throughout the day as a result of
natural movements of clothes while
wearing them.
54%
Of French, 58% of Italian
fragrance users are interested in
encapsulated fragrances
Downy Perfumes Collections Fabric Freshener
17
Source: European CDC Fragrance 2014
Sense synergies as a marketing tool
• Byredo has explored
the connection between
sight and smell to
launch a collaborative
fragrance and eyewear
collection with Oliver
Peoples
• New collaborations
between food, beauty
and fashion brands
explore the link
between taste and
scent as a marketing
tool
18
Byredo partners with a
premium eyewear brand
Fragrance meets food
Beauty that’s good enough to eat
Linking food and scent will drive more experimentation.
It can also relate to new textures and added benefits, using ingredients like tea, yogurt or
honey.
Fragrance Bar at Berlin’s RitzCarlton hotel
19
Givenchy has partnered with
cocktail mixologist Tiziano Tasso of
Hotel Café Royal in London to
create seven cocktails
Beauty inspiration from food; food inspiration from beauty
BRTC Jasmine 3D Jelly
Foundation
ORS Shealicious Hair
Conditioning Cocktails
Water Jello made from pure water
from Hokkaido
20
Laneige Satin Cover Jelly Pact
Coobo Bubble Mango & Lemon
Flavoured Bubble Tea
Puddings in your make-up bag
21
SOUFFLE
Chosungah22 Viva Pep Souffle
MILK
Too Cool For School Milk Tint
WATER
Peripera Peri’s Tint Water
WATER GEL
VDL Geltini Tint
PUDDING
Aritaum Stylepop Pudding Tint
JELLY
VOV Vita Tint Jelly Stick
Consumers link sensory factors to product functionality
Women are more likely than men to associate tactile benefits with moisturising, such as softer skin
(53% vs. 41%), whilst men are more likely than women to associate visual benefits, such as skin
looking shinier instantly (17% vs. 13% ) or leaving a residue on the skin (10% vs. 6%)
UK, factors indicating a bodycare product is moisturising, by gender, April 2015
None of these
Takes a long time to rub into the skin
Leaves a slight residue on the skin
Makes skin look shinier hours later
Makes skin look shinier instantly
Leaves a lasting fragarance on the skin
Doesn't need to be reapplied until it's washed off
Skin does not feel tight/taut for hours after application
7
3
8
5
6
10
10
15
17
13
Male
18
17
19
Female
26
29
47
46
Absorbs quickly
Makes skin soft to touch instantly
Makes skin soft to touch hours later
22
Source: Hand and Bodycare – UK – June 2015
52
41
53
39
60
Multi-sensory experience with transforming textures
23
Oil to Foam
Gel to Oil
Missha Near Skin Extra Renew Oil
to Foam is described as a mildly
acidic, soothing and moisturising
multi cleanser that removes makeup with oil and washes off with foam
Sooryehan Jin Cleansing Gel Oil, is
a gel-type cleanser that is not runny
and turns into an oil when
massaged onto the face
Mud to Oil
Designed to provide a multi-sensory
mud-to-oil cleansing experience to
remove weekly buildup of dirt, oil
and make-up, nourish, detox, purify
and renew the face, neck and
décolleté for a radiant, fresh, clean
and velvety smooth skin
Play: fun and instructive transforming cues
Peter Thomas Roth
Brightening Bubbling Mask
Dr. Dennis Gross Skincare
Color Smart Cleanser &
Mask
Memorable cues
Color change and tingling
on skin; oxygen infused
foam releases natural
ingredients making skin
supple and evening out the
complexion
Designed to transform from a light blue gel
to a white oxygenating foam in 30 seconds
releasing Symwhite from pine trees, plantderived Gigawhite, lightening bearberry,
mulberry and licorice extracts to even skin
tone and reduce UV-induced pigmentation
while plumping skin to help reduce wrinkles
24
A soap-free two-in-one product
designed to instantly polish, brighten
and firm skin. The formula features:
colour-changing ingredients, that
activate when oil and makeup have
been thoroughly removed
Feel: warming textures to enhance application rituals
25
Sephora Nettoyants Ultimate
Warming Cleanser
Davi Vino Warming Mask &
Massage
BRTC Pore Magic Heating
Gel
Featured as a wash-off mask with a
gel texture that transforms into a
cream providing a warming
sensation. It is infused with natural
scents, plant-derived moisturising
ingredients, anti-ageing vin chaude
complex and antioxidant blend to
calm/relieve stress, purify and
revitalise the skin.
Designed to remove impurities,
excess sebum and make up from
the face. It has a honey-like texture
that warms upon contact with the
skin. It contains maple sap extract
rich in nutrients, never leaving it dry
or with a tight feeling.
A pore-care heating gel that gently
warms itself up to open pores and
remove blackheads and dirt for a
clean and resilient complexion.
Connecting Packaging
Packaging with added
functionality
Packaging becomes the
product
26
Replacement Indicators and easy storage lead consumer interest
UK, interest in using different BPC packaging concepts, August 2014
“Thinking about the packaging of beauty and personal care products, which of the following, if any, would you be interested in
using? Please select all that apply.”
Packaging with changes colour
8%
Packaging with another function
16%
Packaging with built-in diagnostic tools
16%
Products with dissolvable packaging
Products that come with detachable minature versions
Packaging with built-in applicators/tools
17%
22%
23%
Packaging that can be stacked for easy storage
30%
Packaging which indicates when the product is running out
30%
27
Base: 1,397 internet users aged 16+ who have bought BPC products in the last six months
Source: Beauty and Personal Care Packaging Trends - UK - November 2014
Customized anti-ageing skincare solutions
US, top 5 new claims and benefits that consumers are interested in, December 2013
“How interested would you be in the following anti-aging skincare claims, benefits, or information sources?”
Single dose products
Beauty box subscriptions that send me small
samples of anti-aging skincare products based on
my needs
Products that contain diagnostic tools on the
package
Products designed for my life stage (ie
menopause, illness)
Kits that contain multiple products to address a
variety of needs
28
Base: 1,420 internet users aged 18+ who use anti-aging skincare
Source: Anti-aging Skincare - US - February 2014
66%
70%
Ioma Youth Booster
75%
76%
77%
Hidden products and built-in applicators
29
Easy Cushion & Easy
Powder
FS Korea Spinning Powder
Brush
Chosungah22 Bounce Up
Pact Prime
Chosungah22 Hidden Foundation
SPF 30/PA++ is and innovative
foundation that dispenses
from the sponge
FS Korea Spinning Powder Brush
contains a spinning brush where the
powder is dispensed directly from
the packaging into the brush
Features a built-in sponge
Multi-dispenser: Play and make
30
Chosungah 22 C&T
Blender
VOV Too Too Tint
Dual package lip tint
Chica y Chico Topping
Star Mask & Powder Kit
A smart foundation which
combines Super 8 Foundation
and Pearl Volumizer to create
easily-made, glowing skin
Pearl Volumizer (hyaluronic acid)
+ Super 8 Foundation
A one-shot solution for all skin
types and skin problems
For full lip make-up through tube
mouth or graduated lip make-up
through cushion tip
Comes in a mask and powder
form, which are mixed and
blended to be used as a wash-off
mask, offering a spring cleaning
in just 10 minutes
Edible packaging
•
KFC, one of the chains operated
by Yum Brands, has tested an
edible cup made from a wafer
coated in sugar paper and lined
with a heat-resistant white
chocolate
•
WikiPearls are small balls of
food covered in an edible
membrane made from
biodegradable polymer and food
particles
•
Loliware are biodegr(edible)
cups, while sipping, the cup can
be eaten
KFC edible cup, Wiki Pearls and Loliware Edible Cups
31
Source: thedrum.com
Touch It
• Intimate packaging and morphine concept
Naked skincare packaging by Neretin has
been designed to mimic the curves of the
human body.
The packaging features velvet matte texture
with organic contour.
Thermochromic paint coating makes them
sensitive to the heat of human touch.
The product become “yours”, reacting to
personal touch and body warmth.
•
32
Japanese designer Naoto Fukasawa has
designed juice container that imitates the
texture, skin and colour of the fruit.
Connecting apps to physical packaging
Medea Vodka, which has had
manually programmable LED
strips on its bottles since
2010, has introduced a mobile
app that uses Bluetooth to
assign personalised
messages to LED strips on
vodka bottles
33
Source: Marketingland.com
Digital and
augmented human
Connecting the physical body to
virtual reality
34
The machine tries it for you
30% of French, 45% of Italian women aged 16-24 are interested in using a device to
virtually try-on make-up product in store
35
March 2015
June 2014
The Modiface Mirror scans a user's
face, recommends personalised
looks, and previews the look on the
user's live video
L'Oréal launches the smartphone
app Makeup Genius
Downloaded 11 millions times
L'Oréal is planning to launch a
version for hair colour, hair styling
and skincare
Source: Modiface.com, Colour Cosmetics UK 2014
Panasonic Smart Mirror
The mirror uses a camera that scans and
project an image of one’s face on top of
one’s reflection. Then people can try
different make-up, hairstyle and facial hair
looks. It also analyses the skin conditions
and recommend best treatments and
cosmetics to use.
36
Digital mirror from face to clothes
The Neimann Marcus Memory
Mirror gives consumers a 360
degree view of themselves and
allows them to change garment
colours and share images with
their friends
37
Augmented manicure
China: Metaverse Nails Decals become lively displays when viewed through an
augmented reality app
38
38
Digital make-up artist
MODA by Foreo combines 3D
printing and facial scanning
technology
The MODA App lets customers choose
from 12 different looks
The 3D facial scanner analyses facial
landscape and pigmentation for
customised makeup application
Triple layer 3D makeup printing: the
makeup is applied in 3 stages; primer,
foundation and colour cosmetics ,in 30
seconds
39
Measuring lifestyle habits, skin tone, sleeping pattern, stress, activity,
pollution and sun exposure
UK, personal ownership of and interest in buying technology devices, February 2015
Wearable technology product
(eg fitness band, smartwatch,
smart glasses)
5%
66%
24%
IDC’s hearty forecast
that the worldwide
wearables market will
grow by 173% in 2015
to ship 72.1 million
devices
5%
2%
Tablet Computer (eg Apple iPad,
Samsung Galaxy Tab)
23%
50%
Don't know
2%
Smartphone (eg Apple iPhone,
Samsung Galazy S5)
14%
68%
40
Base: 2,000 adults aged 16+
Source: Mintel Device integration and the connected home UK May 2015
I don't own this and would not
be interested in buying
I don't own this but would be
interested in buying
I own this
Apps and wearables offer sleep help
Sleep Genius says its app and
wearables point consumers to
their perfect bedtime, helps them
fit in power naps and programmes
the brain to learn a new wake
rhythm with a Revive Cycle alarm.
It also measures sleep quantity,
quality and efficiency.
41
Customised protection
50%
42%
of UK sun protection users are
interested in bracelets/necklaces that
change colour when it is time to apply
of US suncare users are interested in
apps that track changes to skin/moles
June is a bracelet from Netatmo that measures sun exposure and advises the
wearer how to protect their skin
Augmented Human
Flexible wearable device
measures skin condition and
gathers data
L'Oréal has developed a partnership with
the University of Illinois to develop
flexible wearable electronics designed to
measure, collect and transmit data from
the human body
“Flexible electronics will allow
consumers to integrate the wearable on
any part of their body, without feeling
anything” says Guive Balooch, the Vice
President of L'Oréal's Technology
Incubator
“The consumer could use the device to
determine hydration state of their skin as
well as which type and how much lotion
to apply to achieve a desired hydration
state.”
43
Smile to Pay
China:
Alibaba’s Smile
to Pay uses
facial
recognition
technology as a
payment
password
44
Beat to click
The Nymi is a bracelet
device that creates a secure
ID from the wearer's unique
heart rhythm
It maintains a secure
connection between the user
and the user's Bluetooth
devices; motion sensors
facilitate gesture-based
commands
45
Sensory wearable
eScent® offers an enabling platform
technology and delivery device that emits
fragrances at the right time, in the right place,
depending on context
Fragrances are accurately targeted in short
sharp bursts from a device based on biometric
feedback, sound, or other analysis or sensor
based trigger that is relevant to the situation,
health condition or location, augmenting how
we as humans interact with the physical world
around us
This could be the release of counteractive
wellbeing scents when stress levels are
detected, or the release of scents programmed
to complement mood, music, gaming; or insect
repellent released in response to the sound
frequency of a mosquito
46
Jenny Tillotson, founder of the Scentsory Design
concept
Conclusions
47
Conclusions
Multi-sensory
experiences
Exploring stronger links between the senses is a powerful marketing tool
because it stands out from the usual visual approaches used in campaigns.
It encourages greater experimentation and builds an emotional bond between
products and consumers to create deeper memorable experiences.
Connecting
packaging
Packaging links users to the products. Packaging can strengthen this link with
real, added functionality (measuring, indicators) as well as providing sensory
experiences (edible, tactile etc…).
Packaging that accurately represent what’s inside in terms of sensory
experience could replace the need of sampling in store.
Augmented
Human
Wearable technology is bringing us closer to monitoring our bodies. Everyday
activities can be tracked as well as bodily functions and sensations.
Opportunities for smart beauty products, fragrances, fabrics and devices that
respond to these measurements with appropriate and custom solutions that
counter people’s environment (sun protection, pollution protection, mood
enhancing, stress relieving etc…).
48
Thank you
Emmanuelle Moeglin
Global BPC Analyst
[email protected]
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
mintel.com