CASE STUDY: LifeLogic Products [invention]

The Case

What happens when a manufacturing and commodity chemical company wants to utilize proprietary “green chemistry” to develop a line of all-natural germ fighting products, but they’re new to the realm of consumer goods?

The Challenge

In a space dominated by Purell, a Pfizer/J&J behemoth, to successfully launch a new line of all-natural hand-cleansing products at a premium price, when many upstarts had already tried and failed.

The Approach

Concentric engaged in a full viability study designed to understand the existing market, consumer needs and potential areas of opportunity for a liquid soap and sanitizing mist called Remi-D. Research revealed a huge disconnect between consumers’ desire to combat germs and their willingness to tolerate the things they disliked in products currently available. Probing further, research revealed areas of potential vulnerability for leading brands like Purell. Next, Concentric tested three company and product positions leading to Remi-D’s brand identity. Subsequent to product development, Concentric went the extra mile, accompanying our client as we introduced the product to 52 retailers.

Key Action Steps

• Viability Study
• Online Q&A Panel (1800 people)
• Mall Intercepts
• Packaging Design & Merchandising
• Trade Strategy & Sales Projections

• Distribution Plan
• Branding Platform
• Marketing & Media Plan
• Promotional Elements
• Website & SEM

The Results

Positioned as “Next Generation” with a bit of an attitude, the brand was ready to go to market. Remi-D is now the fastest-growing hand sanitizer in America. It can be found in every major retailer in the northeast, in more than 4500 stores.