小林吸汗貼

This product concept is pretty simple : a napkin under the armpits. Will it sell ? Maybe. It depends on the communications strategy. In this case, the major concern of consumer is whether this napkin can be seen by others and that's why it stresses on the 1 mm thickness. However the risk is there to many consumers and thickness may not be the selling point to compete with antiperspirants or deodorants that serves the same purpose. In fact, if we recognize antiperspirants and deodorants are competitors (the frame of reference), we can search and highlight what are more superior as the selling points. According to some scientific researches, certain chemical ingredients in antiperspirants and deodorants are potentially harmful. Can we leverage on these to position this product as a more "natural" alternative ?

Comments

Anonymous said…
Tat's exactly wat i yell out when I saw this TVC!! "A NAPKIN!!!!" why would ppl come up with a thought to put a napkin under the armpits.....
It's so weird.... I wonder how's the sale of it =P
10:25 pm
Anonymous said…
Agreed with Louis's comment. I have stopped using using deodorants since I read about articles on the harmful effect caused by the chemicals of deodorants absorbed by the body. In the worst case, it is suggested that it could be a cause of breast cancer. Therefore, as an alternative, the napkin can be a better choice. It would be a very strong selling point if they can leverage it. On the other hand, perhaps it is just not as easy as it seems to present the proof and may take a lot of "research" effort to make a valid point. Anyway, I will get a pack for trial.
1:18 pm
Louis Lau said…
I think it's a matter of how we use PR to trumpet about the harms of deodorants.
10:29 am
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