2nd Skin Moist Burn Pads


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


  • 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.


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

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