Sanex – Hydration Test

For the Hydration Test, Sanex needed to make the "Hydrated skin" promise something shoppers in the body 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, anti-dandruff claims.

The brief for the Hydration 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 Sanex.

Sanex sought to create a highly engaging demo tool for use at the point of sale to showcase the effectiveness of their body lotion. The goal was to provide tangible proof to consumers that their skin’s hydration level improves significantly after using Sanex body lotion. By...

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

From the same physical interaction with the Hydration Test, the demo substantiates claim areas such as hydration, anti-dandruff, so a single asset can carry several conversations across the Sanex range.

The result for Sanex is a dry, flaky skin visual, delivered through the Hydration Test as something the consumer experiences first-hand rather than has to take on trust.

By turning Sanex's "Hydrated skin" message into a hands-on Hydration Test - Body moment, the Hydration Test becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

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