Amphibious or amphibian - story of skin lightening products

Amphibious or amphibian - story of skin lightening products

Adaptation and vulnerability are the two cardinal principle every R&D must remember when they develop any personal care product for marketing. It is true for any industry as a whole. When the organization boasts about the great adaptability of their products, they also should study how vulnerable these products are in market place.

The evolution of amphibians, especially the frogs in nature is the finest example for how adaptation seldom helps if it fails to include the vulnerability. Frogs can live in water and in land. Uniqueness of frog from other aquatic animals such as Crocodile, Hippo, Walrus, Seal, Otter etc., is that frog can breath through its skin when in water and thereby utilizes the dissolved oxygen in the water, whereas in land, the frog breath through lungs like other animals. Whereas, Crocodile, Hippo, Walrus, Seal or Otter, although they live in water, they often come to the surface to breathe the air. These animals do not have the ability to breath in the water and that is what differentiates amphibians from amphibious.

Frogs with such a great adaptation is seen to have poor presence in earth. The story of frog tells us that, it is not the adaptation that ensures success, the vulnerability that matters a lot. Frog is the best prey to birds, reptiles, snakes, small mammals and even to man. Unfortunately, the frog was also the best practical model to science graduate students to study various systems. The adaptation must be all inclusive. The adaptation also must include the situational and surrounding needs besides biology.

Let us see how this applies to the FMCG industries that are engaged in marketing various products. For example, if a product claim is that it can fulfill the need of people with both dry and oily skin as it has some special ingredient/(s)/technology. One has to see how vulnerable the product is from copying or duplication and what is there in the product that cannot be copied or duplicated. Mere telling of the story of adaptation without understanding the vulnerability would never help in the market place.

The simple story of skin lightening products would tell us how the adaptation and vulnerability will go together. The great need of being fairer (with light or white skin) was well galvanized by companies initially. The first promise was that if one use the product for a particular number of weeks would become fairer. Many other companies later introduced their products with similar or near similar claims. Subsequent to that, the promise period got shortened from weeks to days to hours to get the desired benefit of skin lightening. Companies were trying to sell the promise than the product. The story of men's special fairness need and special products created and introduced in the market is also another example worth remembering. Today, consumers are confused as what to believe and not as far as fairness products are concerned.

Adaptation with innovation with least vulnerability is what garners success with changing tide of time. Multiples USP's would dilute the product survival in the market than helps the product to survive in market.

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