Innovation, the road to success in the HPPC sector

Innovation, the road to success in the HPPC sector

INNOVATION is always important in every sector, particularly the toiletries, fragrances and cosmetics (HPPC) sector, which has consumers always avid for novelty, searching for trends and products that meet their daily hygiene and beauty needs.

INNOVATION depends on information and research, but mainly on the capacity to listen to and test each new item with the consumer. There are no rules that facilitate recognition of an innovation: taking risks is a part of each innovation launch, but companies can minimize errors.

For Peter Drucker, a twentieth-century business guru, all innovations are surprisingly simple. He claims the highest praise an innovation can receive is, “That’s so obvious! Why didn’t I think of that!” It’s also worth seeing where and how the new idea came from and about – well-founded research? Success abroad?

Not everything that is novel involves research, and not everything that passes for research is successful. Of course, information helps in the decision-making process, but more important (critical) in the HPPC sector is to test the products before introducing them into the portfolio.

Creativity must be distinguished from innovation. The first generates ideas; the second, products. Innovation is the application of ideas, resulting in a solution. Innovation generates more competitive products and services. The customer or the consumer always evaluates and compares what’s on offer with competitors and similar products and services in his country and other parts of the world. The playing field spans the globe.

You want to innovate? One can innovate in various areas:

– Products;
– Services;
– Sales channels;
– Business Models;
– Customization of products;
– Cost reduction: using substitute materials in packaging manufacture;
– Increased shelf life;
– Increased protection and security;
– Keeping the product fresh for longer;
– Making the most practical and functional packaging in terms of, use, transport or storage;
– Enabling the reuse of packaging;
– Improving recycling: some packaging categories do not use staples or glue; increasing security and facilitating recycling in addition to aluminum casing with a high level of recyclability; glass containers;
– Improving presentation: lamination which makes product differentiation and a promise of high performance;
– Contextualizing packaging to user lifestyle or habits: the new spray sunscreens;
– Rewarding the consumer with some accessory or other differential;
– Being more sustainable or using a renewable source: consumers today choose to purchase products in thermoformed bottles made from cellulose pulp. These are used in the US market for juices and milk or even for detergents and liquid soaps;
– Providing an additional service: there are many packages that have accessories for ease of application or use.

The new global economic crises, such as the one currently faced by Brazil, the invasion of markets, new habits and new consumption situations have become very important in the search for innovations to leverage the expansion and growth of products and brands. Innovation propels competitiveness. It’s not a matter of improved profitability, but of survival.

Technology exists to meet the needs of consumers. As such, technology is now used to study people’s behavior, the needs, and opportunities that arise to seek appropriate technology and increase the chances of success in introducing innovation. You have to understand perfectly to meet needs in the same degree.

Some definitions of an innovative product :

– A product may be considered NEW when it changes consumer behavior;
– Innovation is purely synonymous with good results. Nothing more than that;
– Innovative products are those that offer clear benefits that are valued by consumers, drive category sales without cannibalizing another version or can change buying habits;
– A product that generates a non-existent demand can also be innovative.

After the product becomes available to the consumer, receptivity must be evaluated. A consumer behavior study can use observation techniques at the act of purchase (shopper behavior) or, more recently, neuroscience techniques, both aimed at the study of consumption. Neuroscience methods in use are EEG, eye-tracking, facial electromyography and autonomic nervous system psychophysiology, among others.

All these data allow the impact of sensory experiences in the neuronal network to be studied, and help R&D (research and development) conceive products and help Marketing in designing new campaigns. Today companies have the resources and technology available to innovate and evaluate results with the consumer. Dynamism and innovation are needed to differentiate.

Source: III Caderno de Tendências 2014-2015 da ABIHPEC / ABIHPEC’s III Book of Trends 2014-2015

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