Case Study: Co-Creation Provides A Twist To Unilever's Axe Product Strategy
An Empowered Report
January 7, 2011
Why Read This Report
Axe, a Unilever brand of deodorants, body sprays, and shower gels, began using in-person face-to-face co-creation engagements in 2007 with a limited-edition European offering. Based on that experience, co-creation has become an important and trusted tool in the development of Axe's fragrance variants. For all product strategists, Axe's story offers a valuable lesson about the transformative nature of direct consumer involvement in the development of product strategy and needed perspective on how to calculate the value of co-creation.
Already a Client?
Log in to read this document.
Become a Forrester Client
Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Take Advantage: Latin American Consumers Are Willing Co-Creators
May 31, 2011 | Roxana Strohmenger
2011 Mobile Trends
January 24, 2011 | Thomas Husson
The Job Responsibilities Of Consumer Product Strategy Professionals
December 20, 2010 | J. P. Gownder