"Get 12-hour protection from germs."
"The first 24-hour deodorant."
"Keep lips soft and shiny from 9 to 5."
Many products sound like they come with a countdown timer. Twelve hours, and you're out of luck! Like the fairytale's midnight deadline, your products are hourglassed, with the sand slowly slipping away until its time for a re-use.
I call it Cinderella Marketing - giving products a threshold of effectiveness. As limiting as it may sound for the product, it may actually be a well-thought marketing strategy playing on behavioral tendencies : make to the consumer a concrete promise of working for a guaranteed period of time - those few hours in which he/she can rest assured that nothing can go wrong. Its the assurance that for those few hours, he won't suffer from body odor, or that the gleam of her lip gloss will still remain as attractive. But also getting ingrained at the back of his/her mind is the warning that the clock is ticking - there's a stipulated time, only a few hours left before the effect wears off, the promise is broken, the magic disappears, and things go back to normal.
That's where the re-consumption aspect comes in - as a consumer, you've been surreptitiously convinced that one use of your product is good for just X hours, so you'll automatically reach for a re-use after that. Makes marketing sense - if the need for a re-consumption can be created after a fixed number of hours, why make it ambiguous and subjective by attaching indefinite ('long-lasting') time periods to it?
For the seller, its the tangible, numerical value that helps sell more more than the term 'long-lasting'.
"The first 24-hour deodorant."
"Keep lips soft and shiny from 9 to 5."
Many products sound like they come with a countdown timer. Twelve hours, and you're out of luck! Like the fairytale's midnight deadline, your products are hourglassed, with the sand slowly slipping away until its time for a re-use.
I call it Cinderella Marketing - giving products a threshold of effectiveness. As limiting as it may sound for the product, it may actually be a well-thought marketing strategy playing on behavioral tendencies : make to the consumer a concrete promise of working for a guaranteed period of time - those few hours in which he/she can rest assured that nothing can go wrong. Its the assurance that for those few hours, he won't suffer from body odor, or that the gleam of her lip gloss will still remain as attractive. But also getting ingrained at the back of his/her mind is the warning that the clock is ticking - there's a stipulated time, only a few hours left before the effect wears off, the promise is broken, the magic disappears, and things go back to normal.
That's where the re-consumption aspect comes in - as a consumer, you've been surreptitiously convinced that one use of your product is good for just X hours, so you'll automatically reach for a re-use after that. Makes marketing sense - if the need for a re-consumption can be created after a fixed number of hours, why make it ambiguous and subjective by attaching indefinite ('long-lasting') time periods to it?
For the seller, its the tangible, numerical value that helps sell more more than the term 'long-lasting'.
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