Name of the Game

Here's what happened

Challenge

Following extensive market research and consumer feedback, this beauty brand has recognised that there are ways to increase their competitive advantage in its main markets. Generally, consumers didn’t know much about active ingredients in the past and largely the beauty industry focused on the benefits rather than the specific ingredients. Hence brands with low HA content (0,1%) started bundling other ingredients to reach higher percentages and perceived benefits, and creatively naming the product to imply a high HA content.

Approach

Eight creatives were tasked to find a name and a clever way of communicating this new product that will stand out on the shelf, convey the correct information to the consumer, without generating too much confusion or questions. It is about elevating the current knowledge of the Hyaluron ingredient, but also generating a new way of looking at the solution in a one-phase approach.

Outcome

The creative team came up with a total of 26 ideas in a span of only 14 days! The creatives on the jovoto platform have used their seemingly unlimited amount of creativity to present several directions for this brand to go in with their new serum name. The best ideas are handed over to the client for further evaluation.