I think that in marketing, the approach of trying to sell the customer on data and quantitative aspects of a product isn’t as compelling to the masses as the telling of a story. What’s the expression, “the dispassionate statistic is not as convincing as the emotional anecdote” -something like that (probably the main reason so many folk were willing to accept the disproportionate measures that governments have taken over the last few years…)...A look over the fence to see what our competition is up to.
La Roche-Posay recently released a new sunscreen called "Anthelios UVMune 400". There's a nice post on LinkedIn incl. appealing video.
Here comes the sun” 🌞, one of my favorite songs… but in real life: always with the right UV filter! As it is the national week for Skin cancer prevention... 20 comments on LinkedInwww.linkedin.com
They claim that it protects the skin from wavelength up to 400 nm and have a clinical trial + publication to back their claims.
If Clinuvel manages to create similar diagrams which then show a broader absorbance range from their polychromatic sunscreen than competitor products, that'd be a real distinction. Visualising the extent of DNA damage (or biomarkers for it) in such charts would also help to understand the advantages of Clinuvel's OTCs over other products.
Of course they need to explain these advantages to the public. And even then, a company such as L'Oreal (La Roche-Posay) has a multiple of CUVs audience reach + brand loyalty + huge marketing machinery. And there's still the challenge of a competitive price...Anthelios UVMune 400 costs 20 USD / 50 ml.
Imo CUV has to be able to present quantitative data to show the superiority of their sunscreen vs. conventional products. Maybe that's why the analysis of their DNA study takes longer than expected? Are they doing additional investigations with skin samples treated with conventional products vs. Afamelanotide? This could be a potential way forward. I am really curious to see how they communicate the unique selling proposition of their OTCs to the target group.
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Looking at that hikewood fella’s latest post (I quite like that guy as an ambassador) It’s the sort of thing that will move people to share his story and attach themselves to the solution associated with the problem. I.e; an impeccable sunscreen from the leaders in photoprotection (or preferably a melanogenic topical)