Contoh Aplikasi Design Thinking di Industri Beauty Care | CIAS QuickFix with Dr. Indrawan Nugroho

Summary

This video showcases how Procter & Gamble (P&G) used design thinking to revitalize their skincare brand, Olay, after facing declining sales. The company identified a key opportunity by shifting focus from their traditional target market to women in their 30s who were just beginning to notice signs of aging. By addressing unmet skincare needs like uneven skin tone and dryness, P&G developed successful anti-aging products, Olay Total Effects and Olay Regenerist. This innovation led to a significant sales increase, demonstrating how empathetic design thinking can uncover new market opportunities.

Takeaways

• 😀 Olay faced declining sales due to not aligning with the evolving needs of skincare consumers.
• 😀 The brand used design thinking to innovate and reclaim its market leadership.
• 😀 Initially, Olay targeted women aged 50 and above, but this segment was saturated and unwilling to pay premium prices.
• 😀 The breakthrough came when Olay shifted focus to 'non-customers,' specifically women in their 30s, who were just beginning to notice wrinkles.
• 😀 Women in their 30s were more concerned about maintaining youthful skin and were willing to invest more in skincare products.
• 😀 Olay identified unmet needs in this demographic, including concerns about dry skin, uneven skin tone, and overall skin appearance.
• 😀 By using design thinking, Olay was able to empathize with customers and uncover new opportunities for innovation.
• 😀 The brand launched Olay Total Effects and Olay Regenerist as innovative anti-aging products targeted at this new consumer segment.
• 😀 Olay's innovation led to double-digit sales growth and restored the brand’s position as a market leader.
• 😀 The success of Olay's strategy demonstrates how expanding empathy and exploring untapped customer segments can unlock new market opportunities.
• 😀 The use of design thinking helped Olay not only address existing concerns but also anticipate future skincare needs in a competitive market.

Q & A

What was the initial challenge faced by Olay in the beauty care market?

Olay faced declining sales because their products were no longer meeting the evolving needs of consumers, particularly in the skin care segment. Despite being a market leader for decades, their products were considered outdated by younger consumers.

How did P&G decide to approach the innovation process for Olay?

P&G decided to use design thinking to innovate and reinvent Olay’s brand. This approach focused on deeply understanding consumer needs and finding new market opportunities to regain leadership in the market.

Which consumer segment was originally targeted by Olay, and what issue did P&G discover with this group?

Olay originally targeted women aged 50 and above, focusing on those who wanted to reduce wrinkles. However, P&G discovered that this segment was oversaturated with competitors and was not willing to pay a premium for skin care products.

What was the new target market identified by P&G for Olay’s innovation?

P&G shifted their focus to women in their 30s who had just started noticing signs of aging, like wrinkles. This group was more concerned about maintaining a youthful appearance and was more willing to invest in premium skin care products.

How did P&G use design thinking to understand their new target audience?

P&G conducted in-depth consumer research (MP3) to observe and understand the concerns of women in their 30s. They identified additional skin care concerns such as dry skin, uneven skin tone, and the general appearance of aging, which were not being adequately addressed by competitors.

What were the key skin care concerns that P&G identified for women in their 30s?

The key concerns identified included dry skin, uneven skin tone, and the appearance of aging. These concerns were significant for women in their 30s, who were starting to notice changes in their skin.

What new products did P&G develop as a result of their innovation process?

P&G developed Olay Total Effects and the premium Olay Regenerist line, both designed to address the specific skin care concerns of women in their 30s, such as signs of aging, uneven skin tone, and dryness.

What was the impact of the new products on Olay’s sales and market position?

The introduction of these new products resulted in a significant increase in sales, with a double-digit percentage growth. Olay regained its position as a consumer favorite and successfully reestablished its leadership in the skin care market.

What role did empathy play in the success of Olay's innovation?

Empathy played a critical role in Olay's success. By deeply understanding and empathizing with the concerns of women in their 30s, P&G was able to uncover new opportunities for product development and create offerings that addressed previously unmet needs.

What does Olay’s success story illustrate about the power of design thinking in business innovation?

Olay's success story illustrates how design thinking, when applied effectively, can lead to groundbreaking innovation. By expanding the way they empathized with consumers and exploring new, unmet needs, P&G was able to create products that not only addressed real concerns but also provided new market opportunities.