Unlocking the power of Innovation for iconic brands: Insights from Industry Leaders

Marketing products that transform and inspire.

Proficient marketing management has become indispensable in today’s landscape, as intense competition compels companies to continually innovate and adapt to emerging trends. Businesses that strive for innovation have an advantage because they can offer unique and effective products that attract consumers’ attention. Launching innovations in already established and well-known brands requires a special approach to maintain their relevance and competitiveness while respecting iconic brand identity and brand associations.

EKATERINA ANIKINA, Global Marketing Director for Dove Hair, North America, having extensive experience in managing marketing projects, is sharing insights that  can help marketeers make innovation a powerful success driver and a key differentiator in today’s competitive business landscape  

We have all encountered a hair product that we absolutely love using. That product seems to have an extra special ingredient as if it was made especially for our hair, making it look its best every day.

In the world of hair product marketing, capturing this special quality is key. Successful marketing campaigns focus not just on the functional product benefits but also on the emotional connection consumers could feel when they use the product. It’s about creating a narrative that resonates and showcasing how the product can transform not just hair, but confidence and daily life.

 Find a perfect intersection of Trend, Brand, and Consumer need 

A well-crafted marketing strategy is crucial for any business aiming to succeed in today’s competitive landscape. It serves as a roadmap, guiding companies in identifying their target audience, setting clear goals, and deploying the right tactics to achieve them. A modern successful brand is not just about following trends but creating them to better serve consumers and solve their problems. It is important to combine current trends with the unique characteristics of the brand, which allows it to stand out against competitors and meet customer needs. It is this combination, along with an obsession with finding new and disruptive ways to serve consumers and solve their problems, that are key factors for success in modern business.

Ekaterina states, “In an incredibly fragmented beauty landscape, trends are coming and going quite fast, and there is no shortage of trends to follow. When it comes to crafting a long-lasting, disruptive mix, it’s always worth trying to find that perfect intersection between a trend itself, an actual underlying consumer need we’re trying to address (take the time to understand real pain points and identify areas where you can provide a new solution vs doing more of the same), and your brand’s identity and unique selling proposition.  This work necessitates careful examination and understanding to ensure that the strategy is effective and aligned with market demands.” 

For example, recent studies reveal that 56% of American women experience one or several scalp-related conditions, such as itchiness, sensitivity, dryness, dandruff, or greasiness. The impact of the COVID-19 pandemic has only exacerbated these issues, however, many women still don’t always use a dedicated scalp care product as part of their daily routine or approach scalp care from a reactive place instead of a proactive place There are multiple ways this need could be addressed, and we see it reflected in a rising trend of scalp wellness products and the skinification of haircare. But in this particular case, we focused on leveraging decades of Dove science and research in skin and hair health, and the brand’s heritage in mildness, moisturization, and superior care to create a preventative Dove scalp + Hair Therapy care range formulated to nourish, strengthen and transform hair from root to tip, while being gentle enough for daily use. Moreover, we focused on bringing hero skincare ingredients, such as niacinamide  (vitamin B3), glycerin, zinc, and peptides to create formulas proven to enhance scalp health, thus promoting a nourished environment for hair follicles to thrive.”

Create Indulging Experiences & Self-care Rituals 

While this advice applies more to beauty, think of an equivalent for the category: how can you transform a habitual, routine experience into something special? Ekaterina states, “At Dove, we strive to go beyond functionality and design products that can help transform the everyday wash and care routine into a holistic wellness experience. For instance, for Dove Scalp + Hair Therapy we have carefully curated standout sensory elements, including delightful fragrances and luxurious textures, to elevate the user experience.”  

Collaborating & Building Eco-systems of External Experts 

In the rapidly changing market, staying relevant and paying close attention to feedback from customers and industry experts is essential.

“Collaborating with external experts like dermatologists and trichologists, as well as bringing on board people with diverse perspectives and expertise to help you craft the most disruptive mix is paramount. For this launch, we collaborated with an inspiring group of Board-certified dermatologists to help us craft the product mix. It helped to create an open dialogue and brought an outside perspective that informed some of the product and claims choices we made before going to market. Earlier this year, when we presented the final mix at the Annual Academy of Dermatology conference, it was incredibly gratifying to hear positive feedback from the experts. I’m thrilled to see recognition from leading beauty experts and magazines, reflected in iconic beauty awards such as Harper’s Bazaar, Cosmopolitan, RealSimple, and People en Español,” shares Ekaterina. 

She adds, “For another recent launch, the Dove Bond Strength collection, we presented our latest technology at the World Congress for Hair Research in Texas, sharing the proprietary science behind Dove hair care with trichologists, dermatologists, and hair research scientists.” 

Be on Top of Digital Transformation: AI and Hair Beauty 

In today’s digital age, technology plays a central role in driving innovation and transformation across industries, offering new ways of engaging with consumers. The use of AI for personalized regimen recommendations and education is becoming increasingly popular. Ekaterina shares, “Recognizing the lack of awareness about scalp care and the best routines for different scalp types as a significant consumer challenge, we initiated the launch of the Dove AI Scalp + Hair Therapist diagnostic tool. This AI assistant harnesses advanced AI technology to provide personalized regimen recommendations and educational content tailored to individual scalp types and needs. By engaging consumers in interactive, conversational experiences, the Dove AI Scalp + Hair Therapist offers scalp care suggestions that are both relevant and easy to understand. Of course, this tool cannot replace an in-person consultation with a trichologist or dermatologist, but it’s a great place to start for those beginning their hair and scalp health journey. Besides, as always, when it comes to new technology, it’s important to be crystal clear about the type of advice an experience can and cannot deliver.”  

Creating a Culture of Continuous Learning 

“To be successful as a marketeer, one needs to be curious, humble, and passionate—never stop learning, even if you think you’ve been in the industry long enough. One should keep asking questions, keep looking for real emotions, consumer tension behind consumption patterns or statistical reports, and then breakthroughs will follow,” Eaterina adds.

“The innovation process doesn’t end when your product hits the market, it’s just the beginning: it’s about constantly reading and listening to consumer and expert reviews and creating a feedback loop that allows us to find opportunities for improvement. Some of the best insights into new ways of applying a product and its “secret superpowers”, i.e. benefits you may not even have thought of, can be found in reviews.” 

This mindset helps to stay ahead of the curve and keep the brand relevant in a competitive landscape. By focusing on these strategies, marketeers can unlock the power of innovation for iconic brands, ensuring they remain relevant, competitive, and beloved by the people they serve.

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