A Baby's Touch PDF

Baby’s Touch
Facial Milk Cleanser and Moisturizer
A Usage, Attitude and Image (UAI) survey conducted by Metrolab revealed that
there was a need for a mild cleanser or astringent which will cater to females with
sensitive skin. Based on survey results, 40% of the female population had
sensitive skin. A Focus Group Discussion (FGD) held later confirmed that this
was a good segment to enter. Being a market leader in astringents, Metrolab,
through its Eskinol business unit, thought of coming up with a new product line
under the astringent category which will cater to this new market segment.
Eskinol was a very popular facial cleanser brand among the C-to-D market that
was looking for a value-priced cleanser for removing facial dirt and makeup. To
veer away from Eskinol’s image, which was known to be “strong” on the skin
(even “harsh”), the company thought of naming the new product “Baby’s Touch.”
Baby’s Touch was thus launched, but it never took off. Its market penetration
barely reached 10% of its target, and whatever growth was there soon declined.
During the first year of its existence, consumers had been described as
“indifferent.” In view of the very optimistic results of the market research, the
Eskinol unit was puzzled with this performance.
The Product
Baby’s Touch was the only facial cleansing lotion that was locally produced in the
market which both cleansed and moisturized. The moisturizing benefit was made
possible by the product’s milk ingredient, which also prevented the skin from
drying. The mild formulation removed dirt from the skin without the harshness
usually attributed to astringent and soap. The same direction for usage applied
both to astringents and Baby’s Touch.
It was packaged in a clear plastic container very unlike the sleek bottles of
Eskinol products and was available only in 150 ml. bottles. Since the container
was transparent, the content - which has the appearance of watered-down milk
(dirty white milk highly diluted in water) -- was visible. The label “Baby’s Touch
Facial Milk Cleanser” was printed in pink. To emphasize its gentleness, the
statement “For baby-soft, baby-smooth skin” was highlighted. Nothing in the label
suggested that the product was being manufactured by Eskinol. Instead, a line at
the back indicated that Baby’s Touch was made by “Metrolab Industries, Inc.”
Baby’s Touch was clinically tested for sensitivity by dermatologists to assure

users of its mildness. The words “sensitivity-tested by dermatologists” was
printed on the container and promotional materials.
Based on a survey conducted by Metrolab, 8 out of 10 users rated the product

highly after sampling, proving that the product was actually effective and not
irritating. Some consumers described the effect on the skin as “velvety” or “oily”
because of the milk ingredients.
Promotions
The marketing department had admitted that initial promotional activities for
Baby’s Touch were few and gave no impact. During the first year, promotions
were limited to press releases. In an attempt to revitalize sales on its second
year, Eskinol management came up with contests that offered small prizes.
Guestings were also done in morning TV shows. But even with the added
promotional activities, sales declined even further.
Pricing
Baby’s Touch sold in the market at P23.50 per 150 ml. bottle. Since there were
no local competitors, the price was made comparable with other Eskinol products
and substitutes (which targeted the mass market). Eskinol Classic, the flagship
astringent (facial cleanser), sold at P20.50 per 150 ml. while the price of Eskinol
Naturals (i.e. astringent with cucumber, papaya extract, etc.) was pegged at
P22.00 per 150 ml. Eskinol Advance Essentia B, an astringent which claimed to
retard skin aging, was priced at P23.60. Meanwhile, Eskinol Dermaclear C, a
clarifying lotion, sold at P26.50. The production cost of Baby’s Touch was slightly
higher than Eskinol Naturals and Classics. Therefore, the profit margin for all
Eskinol products was more or less the same.
Place
Eskinol generally used a push strategy in distributing its products. Baby’s Touch
followed the same distribution strategy. In fact, the same dealers of Eskinol were
also asked to distribute Baby’s Touch as they did other Eskinol products. The
same commissions were given. Stores and supermarkets were requested to
allocate shelf space to Baby’s Touch, preferably beside Eskinol products. Initially,
they agreed to this arrangement because of the existing brand equity/goodwill of
Eskinol products. However, the shelf
space for Baby’s Touch gradually
lessened as sales generation weakened.
Target Segment and Positioning

Baby’s Touch targeted urban females
aged 16 to 30, with dry sensitive and
normal sensitive skin, upbeat, belonging to
the C-to-D income classes, who sought
value for money, mildness, and cleansing
power in their facial cleansers. It was
positioned as a mild alternative to existing
astringents, priced a few pesos higher
than other Eskinol products, with the
exception of Eskinol Dermaclear, while
functioning more as a clarifying lotion than
as an astringent.
A Press Release for Baby’s Touch

A Baby's Touch PDF

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Baby’s Touch

Facial Milk Cleanser and Moisturizer

Baby’s Touch was clinically tested for sensitivity by dermatologists to assure

Based on a survey conducted by Metrolab, 8 out of 10 users rated the product

Target Segment and Positioning

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