With a new established direction for the brand, we were briefed to create an innovation pipeline, to take us to 2020 and beyond. Working alongside the brand team, we arranged a 2-day ‘consumer safari’ session to identify areas for innovation that built on the brand's credentials. Having researched 20+ territories, 11 came out as potential 'winners'– the first two have just been launched...
...One of those territories was portability. In this fast moving world, people need products that are both convenient and accessible for whenever/whatever they need. So the idea of My Little Sudocrem was born – a miniature version of Sudocrem as an on-the-go product for out-of-home usage.
We already knew from previous research that consumers used Sudocrem as a solution for a whole host of skin related issues. So following discussions with various consumers, we wanted to create a specific skincare product that could become part of a woman's beauty regime. The result is Sudocrem Skin Recovery Cream.
A product that will be positioned in-store, alongside brands like E45 and Norwegian Formula.