Minokri – Educate and Engage

For the Educate and Engage, Minokri needed to make the "Deep moisturization" promise something shoppers in the skin 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 hydration claims.

The brief for the Educate and Engage 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 Minokri.

Minokri recognised how deeply skin concerns like acne, dryness and hyperpigmentation affect self-esteem, but needed a fast, accurate way to assess each consumer's skin in store. USP Demo Solutions developed customised Skin Type and Hydration tests that measure sebum and hydration levels within seconds, steering each consumer toward the right Minokri products.

USP Demo Solutions built the Educate and Engage for Minokri around the Hydration Test - Body method, reducing the Deep moisturization story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the skin care aisle instead of a one-way pitch.

From the same physical interaction with the Educate and Engage, the demo substantiates claim areas such as hydration, so a single asset can carry several conversations across the Minokri range.

The result for Minokri is a quick and accurate tool, delivered through the Educate and Engage as something the consumer experiences first-hand rather than has to take on trust.

By turning Minokri's "Deep moisturization" message into a hands-on Hydration Test - Body moment, the Educate and Engage becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, Minokri runs the Educate and Engage primarily for retail activation, delivered in diagnostic tool so the same Hydration Test - Body proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.