From data to demand

Kao USA leveraged Scintilla to celebrate a milestone brand anniversary and support the launch of Jergens Shea Fusions and Lotion Bursts in the Walmart Hand & Body Lotion category. By combining Customer Perception survey results with Shopper Behavior insights, the team evaluated customer appeal and category incrementality—particularly among younger shoppers. The analysis confirmed that both Shea Fusions and Lotion Bursts would be a relevant addition to the aisle, helping drive both category growth and attract younger customers.

The opportunity: Evolve and improve relevance with the younger generation of shoppers

Kao USA saw an opportunity to expand Jergens’ reach with Gen Z, a generation driving growth and influence in the beauty space. The challenge was making a 125-year-old brand relevant to younger shoppers who discover products differently from previous generations and expect them to feel innovative and visually appealing. Jergens needed to show up where Gen Z seeks beauty inspiration with products designed to capture their attention.

The approach: Leveraging Scintilla throughout pre-and-post launch development

Using Scintilla to bring shopper insights into its innovation process, Kao USA identified opportunities with younger shoppers, developed and validated new concepts, and assessed performance after launch. Two new innovations—Jergens Shea Fusions and Lotion Bursts—illustrated different parts of that approach.

For Jergens Shea Fusions, Shopper Behavior Assortment Deep Dive helped the team evaluate brand performance, products, and consumer need states, surfacing a $6 million incremental opportunity that helped build the business case for developing new products for Gen Z.

As Jergens Shea Fusions took shape, the team used Customer Perception to gain feedback directly from verified Walmart shoppers, including input on names, formulas, packaging, and the overall proposition. The team then validated the concept among Gen Z, category buyers, and current Jergens shoppers. Results showed a strong response, including 80% agreement that the concept was relevant, and 87% who said the products sounded like they would smell amazing.

At launch, Kao USA supported Jergens Shea Fusions with a 360-degree omnichannel plan and used Digital Landscapes to assess digital performance. During launch week, “Jergens Shea Fusion” became the top new trending Walmart search term, while PDP engagement and add-to-cart activity provided additional indicators of shopper interest.

Jergens Lotion Bursts represented another innovation within the team’s broader Gen Z strategy. The brand supported Lotion Bursts with a social activation as part of their efforts to engage younger shoppers.

The results: Incremental growth to the category and Jergens while attracting a younger shopper

Jergens Shea Fusions drove 50% incrementality to the category and 88% to the Jergens portfolio, while Lotion Bursts reached 60% incrementality to the category and 93% incrementality to the Jergens portfolio.

The launches also helped Jergens reach the younger shoppers they set out to attract. In six months, their index among customers age 18 to 29 doubled from 75 to 150, while the 30-to-39-aged segment climbed from 92 to 135.

With Scintilla, Kao USA could see the impact of their strategy in market and successfully celebrated their 125th birthday with the help of newly acquired shoppers.