When the Product Name isn't the Only Problem

We've been walking through a case study on product naming in the last few blog posts: What's in a name and Uncovering Product Naming Problems. In particular, we've examined the problems with the brand, product line and product names used by Boots in its beauty care products.

Today, we will discuss the related issue of product differentiation.

Every marketer knows that one of the most critical elements in product success is meaningful differentiation. In order to stand out, a product must offer at least one value that is significantly different from its competition.

In the case of Boots No. 7 Protect and Perfect Intense Beauty Serum, its competition isn't just other consumer beauty brands. Its competition is its own products. Consider the questions that came to my mind when trying to find the right product.

• How are the Protect and Perfect products different from the Advanced Hydration products and the Time Resisting products?
• What is the difference between a serum, a balm, and a moisturizer?
• What is the difference between the intense beauty serum and the beauty serum?

Unfortunately, you are not going to determine the answers to any of these questions from the Boots retail display, from the product packaging, or from the Boots web site. The product descriptions are virtually the same.

"Rewind time and reveal younger looking skin with this velvety soft day cream. Created to fight the first signs of aging for skin with fine lines and wrinkles. In just 2 weeks the anti-oxidant complex and vitamin A reduce the appearance of fine lines and wrinkles. Lost moisture is replenished to leave your skin soft, radiant and younger looking. Sunscreen SPF12 helps protect your skin against the aging effects of the sun."

"Reveal younger looking, beautifully refined skin with this powerful blend of caring and skin restoring ingredients. Light and non-greasy, it glides on instantly softening and smoothing your skin. Then, with regular use, it works to renew your complexion, restoring radiance and helping to reduce the appearance of pores, fine lines and wrinkles in just 4 weeks. With concentrated levels of our unique antioxidant complex and skin-firming pro-retinol complex to boost and maintain skin's elasticity."

"A rich moisturizer that helps fight the signs of aging, smoothes & softens fine dehydration lines. It delivers prolonged moisturization and helps to improve the texture of the skin for a radiant complexion. Contains some of the same key ingredients found in Protect & Perfect (Restore & Renew) Beauty Serum, coupled with fantastic moisturizers to leave skin softer, smoother & younger looking."

"Soften, smooth and protect extra dry skin from the elements with this rich and intensive moisture cream. The ceramide complex helps to strengthen skin and combat dryness making your skin feel soft and supple. Pro-vitamin B5 works to hydrate your skin while sunscreen SPF12 protects your skin against the harmful effects of the sun. Shea butter works to replenish your skin's natural moisture content 24 hours a day, to leave your skin looking healthy and radiant."

If it is this difficult to tell its own products apart, imagine what happens when you put these products in an ever-proliferating world of beauty offerings. How can these products stand apart and be memorable? It certainly is difficult, but not impossible. Here are some of the areas where Boots No. 7 failed.

1. Don't try to make every product appeal to every buyer. This is the antithesis of differentiation.
2. Don't let differentiations between product lines merge. Neither product line will stand apart to the buyer.
3. Use the name to highlight the differentiation when it makes sense to do so. This can immediately focus the buyer on the product they are looking for.
4. Ensure the packaging clearly establishes the unique differentiation. If it doesn't, the buyer won't be able to tell the difference.
5. Choose your descriptive words carefully. When introducing uncommon words, you must define them for the audience.
6. Be ready to educate the buyer with display, collateral, and other materials. Don't rely on others to do this for you.