Rexona sought to highlight the superiority of its MotionSense Technology by allowing consumers to experience the product’s benefits first-hand. The goal was to educate consumers on how Rexona’s deodorant provides underarm protection while caring for the skin, even after hair removal.
To achieve this, Rexona partnered with USP Solutions to create a unique and interactive point-of-sale tool that demonstrated the product’s ability to deliver long-lasting freshness and skin protection. This tool aimed to connect with consumers on an emotional level by enabling them to touch and feel the difference, reinforcing Rexona’s position as a leader in underarm care.
USP’s Contribution
USP Solutions developed an Underarm Smoothness Test Tool, a hands-on demonstration that visually and tangibly highlighted the benefits of Rexona’s MotionSense Technology. The tool showcased the product’s ability to maintain smooth and protected underarm skin, even under challenging conditions like hair removal.
How It Worked
- Interactive Touch Test:
- The tool featured a test area where consumers could feel the difference between underarm skin treated with Rexona’s deodorant and untreated skin.
- This hands-on comparison clearly demonstrated the product’s superior smoothness and protective qualities.
- Educational Messaging:
- Instructions on the tool guided consumers through the test and explained how Rexona’s MotionSense Technology works to protect and care for underarm skin.
- The messaging also emphasized the product’s long-lasting freshness and its ability to reduce irritation caused by hair removal.
- POS Engagement:
- Designed for use at POS, the tool served as a conversation starter between beauty advisors and consumers, encouraging direct interaction with the brand.
Impact
The Underarm Smoothness Test Tool was instrumental in Rexona’s POS activation campaign in China. By combining education, interaction, and proof of efficacy, the tool not only increased consumer engagement but also boosted trust and loyalty toward Rexona, ultimately driving sales.
