2nd Skin Moist Burn Pads

Problem:

How to introduce a new woundcare product in a market dominated by Johnson & Johnson and Kendall-Futuro.

Solution:

• Leverage the unique attribute of the new product (its moisture content) to position it to meet the unmet need of burn treatment (e.g. you put fire out with water).
• Focus on gaining trial by occupying the niche and building repeat purchases based on the product’s extraordinary efficacy.

Results:

• 2^nd Skin is launched and, despite low levels of support, gains national distribution.
• Product pays out in thirteen months.