The Aveeno team sought to enhance consumer awareness of its Aveeno Baby range by leveraging its adult masterbrand presence in pharmacies and POS locations across the United Kingdom. Their goal was to foster meaningful consumer conversations and drive product discovery without relying on brand ambassadors, ensuring a seamless and educational experience for consumers.
Challenge: Simplifying Product Selection Through Consumer Engagement
Aveeno faced the challenge of creating a tool that could accurately diagnose skin hydration levels while guiding consumers to the most suitable products within their portfolio. The tool needed to function independently, supporting healthcare professionals (HCPs) at POS and empowering consumers to make informed decisions with ease. Moreover, it had to drive consumer satisfaction and brand loyalty by offering a personalized experience.
USP’s Solution: The Hydration Test Tool
USP Solutions partnered with Aveeno to design an analogue hydration tester tailored for body care diagnostics. This innovative tool addressed Aveeno’s needs by:
- Measuring Skin Hydration: Offering instant insights into the consumer’s hydration levels through a simple and reliable test.
- Providing Personalized Recommendations: Guiding consumers to the ideal Aveeno products based on their unique skin hydration results.
- Supporting Self-Service: Eliminating the need for additional staff while enhancing the consumer’s shopping journey.
By combining functionality with a user-friendly design, the Hydration Test tool served as an educational and engaging element at POS locations.
Results: Building Trust and Driving Sales
The implementation of the Hydration Test tool significantly elevated Aveeno’s consumer engagement strategy. Key outcomes included:
- Enhanced Consumer Awareness: Encouraged meaningful interactions between consumers and HCPs, boosting product visibility.
- Improved Satisfaction: Empowered consumers to make confident and informed decisions, fostering trust in the brand.
- Increased Sales: Promoted cross-selling opportunities within Aveeno’s product range by highlighting complementary items.
The Hydration Test tool proved to be an effective solution for Aveeno, transforming their POS strategy and strengthening their relationship with consumers.
