MONAT Global
MONAT Global – Skin Type Test
Monat
Claim: "Clear and smooth skin"
Overview
A representative tool in the form of USP’s Skin Type Tester was developed and packed in a box with 50 testers each (each box targeting 25 consumers in total) with easy to understand instructions on the box and result fields for regimen recommendation. Easy to handle and distribute; the customized multi-sensory demo tool portrayed the sales representatives as being highly trained, helping them to start a conversation with consumers and steer the user to the right product choice.
In a world which is mostly digital and visual, engagement is very hard to achieve with only verbal communication, human beings are still analog as is the skin and beauty products. This tool perfectly works as a conversation starter, engagement, consultation, and recommendation tool with a simple workflow.
Many consultants sell to family and friends only. More often than not selling their favorite product exclusively. With this tool, the representative and the consumer will understand the skin of the consumer in a few seconds and get a product recommendation based on their result that will open up a wider range of possibilities and offerings. Changing selling to consulting would lead to brand loyalty and increased sales.
The Challenge
For the Skin Type Test, MONAT Global needed to make the "Clear and smooth skin" 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, cleansing & purity claims.
The brief for the Skin Type Test 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 MONAT Global.
The Approach
The Monat Global team wanted to provide to their representatives, a powerful and easy way to engage with their consumers, helping them to better understand their skin and at the same time stimulate the intent to purchase. They did not want just another leaflet. They needed a...
USP Demo Solutions built the Skin Type Test for MONAT Global around the Skin Type Test method, reducing the Clear and smooth skin 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 Skin Type Test, the demo substantiates claim areas such as hydration, cleansing & purity, so a single asset can carry several conversations across the MONAT Global range.
The Result
The result for MONAT Global is a clear skin, delivered through the Skin Type Test as something the consumer experiences first-hand rather than has to take on trust.
By turning MONAT Global's "Clear and smooth skin" message into a hands-on Skin Type Test moment, the Skin Type Test becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, MONAT Global runs the Skin Type Test primarily for retail activation, internal training, delivered in diagnostic tool so the same Skin Type Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Skin Type Test
- Benefit
- Clear skin
- Category
- Skin Care
- Brand
- MONAT Global