Success Case Study: Shiseido Wet Force Sun Care Range; Increasing a products effectiveness to overcome its seasonality

Summary
The sun care market in the US is forecast to have a CAGR of 1.71% for the period 2016-20, slightly above other segments such as skincare, with a CAGR of 1.50% for the same period. New solutions marketed based on quality and featuring scientifically advanced ingredients may help to invigorate market figures and renew the category.

Key Findings
- Shiseidos Wet Force range is an innovative range that improves its UV protection in contact with water. This creates a unique line that combines a positioning based on high-quality results with a clear convenient approach that avoids consumers having to constantly reapply the lotion.

- The product comes in a very distinctive high-quality packaging design, created with the goal of addressing a premium market and female consumers, who are responsible for most grocery purchases in the US.

- Due to its benefits, the Wet Force range is marketed linked to various contexts such as outdoor sports, a very interesting strategy that may help to overcome the seasonality of sun care products.

- An advanced formulation helps companies to counteract the threat of private label brands, which over the last few years have built a higher-quality image, and also allows manufacturers to address a more premium market. This offers several opportunities if companies raise awareness about sun damage.


Synopsis
"Success Case Study: Shiseido Wet Force Sun Care Range" is part of Canadeans Successes and Failures research and explores the reasons for the success of this product in the US.

- WHAT? Understand the characteristics of Shiseidos Wet Force sun care range.

- WHY? Discover how the Wet Force range has successfully provided a highly effective yet convenient solution to US consumers.

- TAKE-OUT: Learn from this success, seeking further opportunities in the sun care segment.


Reasons To Buy
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

- Access valuable strategic take-outs to help direct future decision-making and inform new product development.