Framing A Surprise Benefit May Stoke Consumers' Desire
Business Today Malaysia|September 2019
Framing A Surprise Benefit May Stoke Consumers' Desire
As companies test a new product, they often learn that it can deliver unexpected benefits.
Professor Amitava Chattopadhyay

This very famously happened in the case of Viagra, a product originally developed as a cardiovascular medicine, and also, StriVectin which was first intended as a stretch-mark cream, but became a popular facial moisturiser, after consumers started raving about its ability to smooth wrinkles.

It is common for companies to discover unintended benefits to their products after launch once customer reports start flowing in. This is particularly true in the health and beauty industry. Just read online reviews for omega-3 supplements and you will find people claiming the heart health supplement helped them with a wide range of issues, from brittle nails to weight loss. Similarly, Botox was approved for cosmetic use in 2002, but users soon started reporting that the injections improved their migraines as well. It was licensed for this type of treatment in 2010.

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September 2019