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Marketing Q? Dare I call it a natural deo…….?
As I get close to wrapping up my ‘natural’ deo, marketing ideas float though the empty spaces between my ears.
As my formula is about haptics (first) and performance (a close 2nd)….D5 ended up being the second ingredient.
Will I get laughed off the planet with D5 being 2nd on the INCI, and calling it a natural deo? The functional aspects of the deo….no problem….can be easily considered natural. But for haptics…there was no way around the D5 for an emulsified cream style deo.
*Note: For USA market…and maybe S. Korea.
Thanks for your thoughts.
Aloha
** Note: This is an older picture, viscosity in now higher.
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18 Replies
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That all depends on what are the other component ingredients of your formula and what marketing channels you are targeting. You should be prepared to get called out on it. The issue is will that make any difference with your target consumers. Arm & Hammer got into a class-action lawsuit and regulators took action on a deodorant they labeled as “Natural” that contained triclosan and they had to re-label the product. I would caution against being too clever by half using the word Natural.
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I rarely see anyone officially calling their product “natural”. 98-99% (or any other value) of ingredients of natural origin is acceptable, but you have to apply some standard. How much D5 do you have in the product?
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MarkBroussard said:@GraillotionThat all depends on what are the other component ingredients of your formula and what marketing channels you are targeting. You should be prepared to get called out on it. The issue is will that make any difference with your target consumers. Arm & Hammer got into a class-action lawsuit and regulators took action on a deodorant they labeled as “Natural” that contained triclosan and they had to re-label the product. I would caution against being too clever by half using the word Natural.
Agreed.
Another way around for checking on your marketing idea and getting answer to your question, imagining if your deo gets into LabMuffin’s hand some way some how, will she call you out? -
grapefruit22 said:@GraillotionHow much D5 do you have in the product?
7%
Because it is a cream that goes on ‘wet’, that is what it took to get an acceptable dry down time.
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“Imagining if your deo gets into LabMuffin’s hand some way some how, will she call you out?”
@@Graillotion:Remember that video you posted of LabMuffin ripping the guy with the Vitamin C Serum in propanediol … how would you like it if she posted a video like that ripping your not natural, “Natural” deodorant?
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@Graillotion Maybe call it ‘Deodorant with natural actives’ or ‘A natural way to fight sweating, free from aluminum salts’?
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@Pharma - this being a US product, any claim to “fight sweating” can be interpreted as an antiperspirant which would make it an OTC drug.
I’d recommend sticking with fighting odor. -
@Graillotion
It’s not that bad. Maybe you can try with “formula based on ingredients of natural origin” or “over 90% ingredients of natural origin”. This is your deo? I like the packaging. -
You could call it “Natural Actives Deodorant” … the highlight the natural active deodorizing ingredients.
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I can’t believe it’s not
NATURAL DEODORANT
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grapefruit22 said:@Graillotion
It’s not that bad. Maybe you can try with “formula based on ingredients of natural origin” or “over 90% ingredients of natural origin”. This is your deo? I like the packaging.Yes…that is my picture. And the type of packaging that will be used.
The basic concept of a cream deo is as follows:
I have never ever been able to use stick deos, due to irritation of the stick building components. So, this is the first ever product I have built with myself as the target market.
The second premise is… We make/buy crazy expensive and elegant creams for our faces….and then abuse our pits with SH%T. So, I have taken the face cream concept…and built a pit cream. Has all the ‘claim’ ingredients of a face cream, the elegance….but a very functional deo. I had the best of the best on my team in this regard.
They know who they are! -
MarkBroussard said:You could call it “Natural Actives Deodorant” … the highlight the natural active deodorizing ingredients.
That is what was spinning around in my head….but you nailed the wording! Thank You.
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Oh…and this is an ‘all over’ deo (use anywhere). I have seen some of the major Indie brands really get ‘torn into’…when they mention private areas.
What is some elegant language for that concept?
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“Intimate Areas” … another target market application are fat folds for obese people, but I can’t think of any elegant way of saying that.
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@MarkBroussard - Rolling dermal undulations?
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@Perry:
LOL! … Or, Flap Jacks Under Roll Deo
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Perry said:@MarkBroussard - Rolling dermal undulations?
Also…ROFLMAO!
How long have you been waiting to use that one?
But yes…feet, folds, intimates…and even ‘old people’ smell (and pits of course).
And yes….there is a whole field of….additional smells… and I included an active for each type…diabetic foot smells…folds…pits…and old people. Luckily, I had an expert whispering in my ear…all those secrets.
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Graillotion said:Oh…and this is an ‘all over’ deo (use anywhere). I have seen some of the major Indie brands really get ‘torn into’…when they mention private areas.
What is some elegant language for that concept?
“privates” or “intimates” areas, most physicians’ advices, you shouldn’t put deo on your junkoes or junkies. If they mentioned it, they were asking for it.
Take a quick look
https://corpusnaturals.com/products/no-green
https://taosaer.com/pages/about
Quite beautiful, a bit feigned, a bit unrelatable.
You can also do “Premium” and emphasize on natural actives as a tie-in with your personal experience.
I assumed your end price might be on the higher edge than mass products and that would likely makes your potential targeted consumer group is of very well informed (or very well mis-informed), so you may have to choose your wording wisely.
Specify your target and you will have the general idea of what they are looking for, and market your product accordingly.
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