CUSTOMIZING WHAT GOES INTO THE KIT,
NOT WHAT GOES INTO THE BOTTLE.
THE COMPANY LAUNCHED A PERSONALIZED DANDRUFF SHAMPOO. MY RECOMMENDATION WAS DEVELOPING A CUSTOMIZABLE KIT – AND HERE’S WHY:
People with dandruff need to rotate their medicated shampoo active ingredients regularly, otherwise, the anti-dandruff shampoo can stop working if you build up a resistance to the active ingredients. This phenomenon is called tachyphylaxis.
It’s recommended that people who suffer from dandruff rotate their shampoos roughly once every 4-5 days or even every time they shampoo. So normally, consumers buy different brands and have ~3 different shampoos at a time because each brand in the market has specialized in a certain ingredient.
So even if you customize a shampoo monthly, consumers will still need to buy the other brands. Therefore, to keep customers in a closed loop only buying your brand, you can create a rotation kit (system) – that has 3-4 bottles per kit, each bottle with their own ingredient blend – so the customization is what bottles go in the kit rather than what ingredients go in the bottle.
Selling a kit vs one bottle is 1. more effective for consumers in managing dandruff and 2. more revenue because you are selling 3-4 bottles instead 1.
I can’t help but wonder – why hasn’t any leading legacy brand in the space already done this?
Photo Credits: Newsbreak