NameQuest Case Study

 #1 Women's Shave Preparation

Business Issue

The Soft Sense^®  personal care brand was sold by SC Johnson to Bausch & Lomb. SC Johnson retained ownership of the women's shave preparation product line which ranked # 5 in the category. Because of the divesture of the Soft Sense brand to new ownership a new brand had to be created for the shave preparation.



Brand Response

NameQuest and the SC Johnson research services and brand managers worked as a team on this important project. NameQuest developed and researched the verbal brand Skintimate^®. This neologism (a new word you will not find in the dictionary) combines the concepts of skin care with the intimacy of the usage occasion. Skintimate^®  is both differentiating and effective. Based on A.C. Nielson market shares, in the first year Skintimate^®  soared to # 2 (Soft Sense - previously # 5) in the category posting an annual sales increase of 46.2%. Today, Skintimate^®  is the # 1 selling women's shave preparation.