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Using smart packaging to support consumer trials
Global beauty brand Avon wanted to maximise the potential of a critical new product launch – ANEW Reversalist Infinite Effects Night Treatment Cream. Avon wanted reassurance that consumers would remember to rotate the double-ended dispenser each week – as that was key to optimising the anti-ageing benefits – so turned to our unique user insight service diialog™.
The first task was to define ‘normal’ use. We set up an internal trial to ensure our algorithm was robust enough to reliably translate the inertial sensing data from the dispenser into accurate user insights.
We then had to ensure the diialog technology could be incorporated into the dispenser without adversely affecting its performance or appearance, whilst also making sure there was sufficient battery life to cover Avon’s month-long consumer trial requirements.
The results of the diialog trial revealed that users were able to successfully follow the regimen of rotating the dispenser each week. The trial also uncovered further opportunities for packaging innovation.
“The unique insights from the diialog trial will help us continue to innovate and offer high-performance, high-quality, great-value products that meet the needs of consumers worldwide.”
Paul Davies, executive director of global skincare R&D, Avon
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