Creamsilk
Creamsilk – Engaging and Educational
Unilever
Claim: "Nourished hair"
Overview
Consumers in the hair care market often seek tangible proof of product performance. Cream Silk needed a demo tool that could:
USP’s R&D team collaborated closely with Unilever to develop a breakthrough solution: a Glycerine Detector Tool . This innovative device was designed to detect the presence of glycerine in a product within seconds, making it an effective and persuasive demonstration of Cream Silk’s nourishing properties.
The Glycerine Detector Tool successfully demonstrated the superior nourishment provided by Cream Silk’s products, leaving a lasting impression on consumers. The real-time, interactive demo increased trust in the brand’s claims, driving purchase decisions and reinforcing Cream Silk’s reputation for delivering healthier, more nourished hair.
The Challenge
For the Engaging and Educational, Creamsilk needed to make the "Nourished hair" promise something shoppers in the hair care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise repair, hydration claims.
The brief for the Engaging and Educational was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Creamsilk.
The Approach
To highlight how Cream Silk Philippines delivers superior nourishment to hair compared to its competitors, Unilever partnered with USP Demo Solutions to create an impactful and consumer-friendly demo tool. The objective was clear: provide an easy-to-use in-store solution for beauty...
USP Demo Solutions built the Engaging and Educational for Creamsilk around the Nourishment Sensor method, reducing the Nourished hair story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the hair care aisle instead of a one-way pitch.
From the same physical interaction with the Engaging and Educational, the demo substantiates claim areas such as repair, hydration, so a single asset can carry several conversations across the Creamsilk range.
The Result
The result for Creamsilk is a a glycerine detector tool that could detect the key ingredient that provides nourishment to the hair, delivered through the Engaging and Educational as something the consumer experiences first-hand rather than has to take on trust.
By turning Creamsilk's "Nourished hair" message into a hands-on Nourishment Sensor moment, the Engaging and Educational becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, Creamsilk runs the Engaging and Educational primarily for retail activation, delivered in diagnostic tool, physical demo so the same Nourishment Sensor proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Nourishment Sensor
- Benefit
- a Glycerine detector tool that could detect the key ingredient that provides nourishment to the hair
- Category
- Hair Care
- Brand
- Creamsilk