Air Brush To You
2 Comments Published by Frank Lane July 30th, 2007 in Differentiation, Innovation, Packaging, Spot OnA few years ago, we predicted that the skin care business would be driven by packaging and delivery system innovations over the next few years rather than solely by formula and ingredient innovation.
Never once did I believe that anything as cool as the SK II Air Touch Foundation product would be introduced. There are no good photos of this on the web nor any good video’s of its working, but it is the first battery driven package I have ever seen for a product. It shoots out a perfect spray of foundation that one can apply very accurately to the face with no need to rub in or even touch the face. The finish on the face is far superior to anything that I have ever seen in cosmetics or skin care.
You can buy refills and it works on one “A” battery.
Think of it as painting your face with an air brush. It works so well that I personnally am just dazzled by it. I recommend that every marketer and R&D person go to a department store for a demonstration, not because you can use its patented process, but because it will open your mind to real innovation.
Wow! I’ve read the technology can even tell the difference between a person’s face and their clothing.
I am curious, is SK II Air Touch Foundation a “Killer Brand”, or have the potential to be one? In particular, I am wondering if the “naming” is the weak link in the chain.
I realize it is easy to sit on the sidelines and point out the possible weak points of a company’s branding efforts. But it is fun! And it re-emphasizes the importance of getting ALL one’s ducks in a row. So, I am curious to hear comments about “naming.”
“SK II” will be a challenge for people to remember. It doesn’t connote anything about what the company does or it’s product lines, and it doesn’t roll of the tongue very easily. “Air Touch Foundation” is a good description for the product and what it does, but is it compelling enough?
Maybe with a product this cool, it doesn’t matter.
Look forward to reading thoughts on this subject!
Ernst,
Good questions. No it is not yet a Killer Brand, but it has the compelling differentiation and expectation to be one. Linkage is weak as you note.
SK II has been around for several years. It started in Japan and was acquired there by P&G and expanded into the U.S. as I understand it. The Air Touch technology is new and was added to the basic line within the last few months.
At this point distribution is quite limited, awareness is very low and probably always will be because of the high price points with the products in the line.
To fully answer your questions, I will have to learn more, which I will. In the meantime, go and see a demo of this product. You will be amazed.