Do “daily” products get used more often?

15Mar11

Although I’m sure it’s been that way for years, I recently noticed that some companies strategically include the word “daily” in their product names, or otherwise prominently feature that text on the packaging. For instance, they might call a product “Daily Shower Cleaner” instead of just plain “Shower Cleaner”, in the hopes that this subtle hint will make consumers use and repurchase the product more often.

Is the “daily” strategy effective? I don’t have any data either way, but my guess is that it may help, and almost certainly won’t hurt. For example, if consumers ignore the “daily” labeling, they won’t use the product any more or less than if it lacked that attribute. If they pay attention to the label and only planned on using it once a week, then they might end up using it more frequently. In fact, the only time when this might backfire is if someone intended to use the item more than once every day, and the name makes them reconsider whether such frequent use is really necessary.

On the balance, the benefits of including a usage reminder in the product name probably outweigh the risks. And when you think about it, it’s not much different than the “lather, rinse, repeat” instructions that reportedly have been helping to promote more usage — and thus greater sales — of shampoo and other items for decades. With such a proven pedigree, it’s no surprise to see “daily” and other frequency reminders appearing in product names. But there’s a limit to how far you can take this before the suggested usage pattern becomes absurd. For instance, an “Hourly Face Wash” or “Daily At-Home Oil Change Kit” probably wouldn’t generate anything besides a few chuckles and confused glances from customers.



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