US 200701 12637A1 (19) United States (12) Patent Application Publication (10) Pub. No.: US 2007/0112637 A1 So (43) Pub. Date: May 17, 2007

(54) INTERACTIVE PEER VALIDATION FOR Related U.S. Application Data PRODUCT CHOICES (60) Provisional application No. 60/736,338, filed on Nov. 14, 2005. (75)75 Inventor: Tina Koon Meng So, Cincinnati, OH Publication Classification (US) (51) Int. Cl.

Correspondence Address: (52) e.g. 000 (2001)------705/26 THE PROCTER & GAMBLE COMPANY INTELLECTUAL PROPERTY DIVISION (57) ABSTRACT WINTON HLL BUSINESS CENTER - BOX 161 A method of facilitating purchasing decisions, the method 611 O CENTER HILL AVENUE comprising: providing a Survey such as an online question CINCINNATI, OH 45224 (US) naire comprising a plurality of questions; providing as choices in the survey a limited set of products from one manufacturer to be surveyed among a predetermined set of (73) Assignee: The Procter & Gamble Company consumer peers; urging users to complete the questions by selecting among choices of the products; facilitating Sub (21) Appl. No.: 11/598,345 mission of the Survey; receiving the Survey results; and Suggesting purchase decisions based on validation by the (22) Filed: Nov. 13, 2006 peers of the product choices.

figraone 3-kiri is ge

Gift -6.UPT : :

attressits sitkass Rexists at riskirts a texter sixt xiest tribarsress Patent Application Publication May 17, 2007 Sheet 1 of 3 US 2007/O112637 A1

FE ER View -aorts Tols. Heb. arc v is as: 5xth f \data

is is; y isariates ses G.; Pris: y B. are: : x < t is is r: sag if trira. : Y the grx is tetr ri werg for ski riots' & 's's st: fic sile is is sixts 3 tes:s. 8:3 ise as: icici is sigrisis, scies. . . as E. isi's ski i ; ; ; its - is ae'. . 5xasy tiss is, hisk; ts::it:Ets : get it sks, ct: sessessrs: We wanna knowl i.org: is also starret. off. spear cor its is: of 5 exert

kissi: . its;isieir assfirefix: exert

to sects car ics is ss it:ssy is . e. is si swif es: 'we' an 33rtiar

xity heavy pirks: War errarfares Aheart her ity hearity estartised hepart the Gerried step-f

(5 GR,

(MAKeUPTIP*fce a Fresh cise a to isztick tec k. cab cicer kiss is tie eer you percestrics assed s Sre 3e are or trist tissfi agit: i.e. aces it af cis--is a rices area tower: egrosciat.

FIG 1 Patent Application Publication May 17, 2007 Sheet 2 of 3 US 2007/O112637 A1

BEINGGIRL trait s Microsoft Internet sparer BG Giri Picks: Fay Seatty is is fair sity secrets w as tasis cry exis critishi sic F3 stair six8::s easily Guts::s 3 &88 up txea s is is a si saicii as essessissi

tra is: yeshive it syst is: kites: y extieties& site irs iss C & averite gricss (iigiksikk; rivery ext Gigi! E::se is:ef know C. tisting its of fry is trees: : site sit as air st Skii kissia, fast's fissistasisi Siatosis this site sixti to ... its: -- risia Classicks tigiosis of

3) Wyat's grgsveries: to:isi traits::::tre girls? G sys Giri Contsize:S case is asses Gypsy Red C is girl Cortirizes Ceiris: sist is stacites: G carsatiri costitscastic Fis risis a Pipe Passage it. Selector O is reisgiri Centrasois eit is Poist : Fatkus Fachsii) of

trysis is skin' icosis: w xxis fist:p dyi is sity st? C. a. it's scess &g ear About arrage. guess C awe Razep and its shot afraid to tissil it is see

Swire-sisi ta: saturaweis six stow C. Casagiri Eye Eshareers t it sha:3ows C Cave:Girl stye Esthercers 3 kit rises C Cayette threers 4 kissis covergir tesics get eyecar fe covers: Shador Sease of -

8:riswast; yet set? Oc Siteshers: Eye tier C overGiri Perect Psi; Pius Eye is: Gottist Srxictme: Et inst of

JO Pyat & took bergirl site is isoters ictoricts is pricity ers catars other cartresses is thos to this as

FIG 2 Patent Application Publication May 17, 2007 Sheet 3 of 3 US 2007/O112637 A1

SS essists

Lorem ipsite coic sit aaat G C- s' X orn ipsii cedar sit anet? goverGirl gigar & 8xiss cir: s C. Petery psair stam et, biotr ra --a per s M coee elief actipiscig. sar Yourtry aier e;is is. Gijt wisi efia administric EGE, 6, E. ex eiOR PK N as v - Nes Cowsergiri Sethwarisis: Y gueeve CoverGir fewer . w. Fourgist

pw BBBonda' US 2007/01 12637 A1 May 17, 2007

INTERACTIVE PEER VALIDATION FOR programs, the method of the present invention takes advan PRODUCT CHOICES tage of peer influencers to generate peer-to-peer product recommendations. CROSS REFERENCE TO RELATED APPLICATION 0010. The method of the present invention also helps build the business of a product manufacturer by generating 0001) This application claims the benefit of U.S. Provi sales preferences among a predetermined segment of a sional Application No. 60/736,338, filed Nov. 14, 2005. consumer population. In one embodiment, the method of the present invention generates an award for a peer-evaluated FIELD OF THE INVENTION winning product. The award can be, for example, a “stamp 0002 The invention is directed to a method for using of approval with an appropriate logo or other identifying internet surveys to interactively validate product choices for indicia. The award can be added to the product’s label, targeted users of products. advertising, website, or other marketing tools. In this man ner, the peer-inputted choice data can be utilized to drive further sales of a given product. Further, the “stamp of BACKGROUND OF INVENTION approval” logo or identifier can be used in a web-based 0003 Product users often wish to know how and what system to link back to the originating website to further drive other users of products are purchasing. Often the purchase web traffic and internet marketing. decision is based not only on the actual performance char acteristics of the product, but also on the perception that 0011. In one embodiment, teenage girls can vote for their others are using the product. In some cases the primary favorite products, such as their favorite products from The purchase decision may be driven by the perception that Procter & Gamble Company, on an on-line survey located others whom a user respects or wishes to immolate are using on a survey website, as shown in FIG. 1. As shown in FIG. certain products. 1, the website can be directed to a narrow segment of a population of consumers, such as teenage girls. The website 0004. Accordingly, there remains a need for a method for shown is that of www..com. The Survey can be purchasers to determine how their peers are purchasing and open for a predetermined amount of time, for example, for using products. one or two weeks. To promote the Survey, a prominently 0005) Further, it would be desirable to have an easily placed banner calling out the Survey under a predetermined accessible, interactive platform for users of products to name can be placed on the website. The banner calling out contribute to the results as well as access the results of a user the Survey serves to urge users to complete the Survey. In the survey that shows what peers prefer. illustrated embodiment shown in FIG. 1, the survey name is “Beinggirl Girl Picks' which can be identified as “girlpicks' 0006 Further, it would be desirable to have a method in in Some embodiments. which a targeted segment of the population could utilize interactive tools on the internet to seek validation for pur 0012 Selecting a predetermined menu selection, such as chasing decisions. the “Express yourself “BG Girl Picks' menu items in FIG. 1 can take the user to a Survey page, as shown in FIG. 2. The BRIEF DESCRIPTION OF THE DRAWINGS Survey can be limited to a certain category of products, such as “beauty' as shown in FIG. 2. Other categories can include 0007 FIGS. 1-3 are screen shots of an exemplary web “body' and “being.” The categories can limit the range of based embodiment of the present invention. products Surveyed. For example, in the “beauty' category, product choices can include cosmetics and hair care product. DETAILED DESCRIPTION OF THE In the “body’ category, products can include deodorants, INVENTION Soaps, and perfumes. In the “being category products can include feminine hygiene products such as sanitary napkins 0008. The method of the present invention is directed to and tampons. interactive, internet-based Surveys for the purpose of pro viding peer-to-peer validation of consumer purchase 0013 Survey questions can be answered by clicking on choices. In one embodiment, the method is used to provide “radio buttons' as shown in FIG. 2. The survey can be validation for a predetermined, defined segment of the opened in a new window as shown. Once the Survey is consumer population. In one embodiment the defined seg completed the results can be announced on a page with a ment is teenage girls. category winner headline as shown in FIG. 3. 0009. In one embodiment, the invention is computer 0014. In one embodiment, surveys are conducted by time program designed to be a platform for teenaged girls to of year. For example, the “beauty' category can run under provide peer to peer endorsement of specific products. Such the nomenclature “My Beauty” for fall/winter. The “body” as products manufactured and sold by a specific manufac category can run under the nomenclature “My body' in turer. By building such a platform, the method of the present Spring. The “being category can be run under the nomen invention can utilize the power of the teen social network clature “My being in Summer. and encourage the purchase of a specific manufacturers products. Also, because certain segments of a purchasing EXAMPLE population, Such as teenage girls, seek validation from their peers regarding the products they use, providing the type of 0015 The following is an example of the content of an exchange embodied in the present invention, a community embodiment of the present invention which correlates to the aspect of the population segment is enhanced. Unlike other FIGS. 1-3. This example is illustrative of one embodiment US 2007/01 12637 A1 May 17, 2007 of the invention involving the consumer segment of teenage 0019) girls and products from The Procter & Gamble Co.

Center Column Global Navigation The Scoop links to Header Tell us your faves! Your Period links to Subhead BG Girl Picks: My Beauty Ask Iris links to Content Help us put the BG Girl Pick stamp of approval on the Express Yourself links to BG Girl Picks links to EX7 products you love, by voting for your Procter & Gamble Creative Expressions links to faves! You'll also help us define the trends - and have Laugh Out Loud links to a blast doing it. To get clued in on hot new products, Girl Talk links to EX6 new Girl Talk landing page check out our BG Editor Picks. Want more? How about SubmitYour Story links to quick-n-easy beauty tips, and testimonials from girls FAQ links to just like you bg Advisor links to Fun Stufflinks to The Goods links to 0020 button or display text See all the current winners links to EX7. 1 0016 0021 Sample text for BG Girl Picks, BG Editor's Picks, BG Beauty Tips and testimonials, as needed for comp new featured callout for Girl Picks program 0022 show BG Girl Pick logo CoverGirl Clean Oil Subhead Pick your faves: BG Girl Picks! Control Makeup Content Your opinion counts at beinggirl, a LOT So much that we created a totally cool award program where YOU decide the 0023 show BG Girl Pick logo Whitestrips Pre winners! Pick your favorite Procter & Gamble products and mium Plus! see which ones earn the BG Girl Pick stamp of approval button Pick your faves Launches Survey or registration options in new window. If user is not a member, goes to RE join 0024 show BG Editor's Pick logo New CoverGirl beinggirl page. If user is a member but not logged in, goes to Smoothwear Liptints LI log in page. If user is a member and is logged in, goes to the current survey. 0.025 show BG Editor's Pick logo New CoverGirl TruBlend Powder Foundation 0017 0026. Show BG Beauty Tip logo For a fresh, clean, no-lipstick look, dab clear lip gloss on the center of your upper and lower lips and blend. EX7: Girl Picks landing page 0027 Show BG Beauty Tip logo Smile when you brush Title: BG Girl Picks blush onto the apples of your cheeks, and blend upward Keywords: None toward your temples. Description: Tell us your favorite products and tips 0028 Rollover text: sample testimonial"I absolutely LOVE Smoothwear Liptints! It's so easy to put on, and 0.018 the colors rock!!!” Susan Teen Consumer 0029. Current survey callout with My Beauty icon: Global Navigation Launches Survey or registration options in new window. If The Scoop links to user is not a member, goes to RE join beinggirl page. If user Your Period links to is a member but not logged in, goes to LI log in page. If user Ask Iris links to Express Yourself links to is a member and is logged in, goes to the current Survey. BG Girl Picks HIGHLIGHTED Navigation note: current Survey doesn't appear in navigation because it launches in a popup window Vote for your faves now! Current Winners links to EX7.1 Past Winners links to EX7.2 Survey shows various places on beinggirl site. Launches Survey Creative Expressions links to callout: or registration options in new window. If user is not a Laugh Out Loud links to member, goes to RE join beinggirl page. If user is a member Girl Talk links to EX6 new Girl Talk landing page but not logged in, goes to LI log in page. If user is a SubmitYour Story links to member and is logged in, goes to the current Survey. FAQ links to Header Make your beauty picks! bg Advisor links to Content Vote for your faves! Answer the My Beauty questions, and Fun Stufflinks to help put the BG Girl Pick stamp of approval on your favorite The Goods links to P&G products US 2007/01 12637 A1 May 17, 2007

0030) 0.052 CoverGirl Continuous Color Nail Polish in Fabu lous Fuchsia 0053) Other field text box Active survey for BG Girl Picks program: 0054 4) On your “lookingood' days, how much makeup launches in new popup window do you usually use? Title: Beinggirl Girl Picks: My Beauty Keywords: None 0.055 radio buttons) Description: You tell us the best beauty products 0056. A little goes a long way Note: no navigation shows because current Survey launches in a new popup window 0057. About average, I guess 0058 I love makeup and I’m not afraid to use it 0031) 0059. It depends on the event 0060 5) Wink-wink, what’s your favorite eye shadow? Header: BG Girl Picks: My Beauty 0061 radio buttons) Subhead Tell us your (beauty) secrets! Content You look fabulous; how do you do it? What are your 0062 CoverGirl Eye Enhancers 1 kit shadows favorite P&G beauty products? Answer the My Beauty questions to see what stuff is good enough to be a BG 0063 CoverGirl Eye Enhancers 3 kit shadows Girl Pick, and clue us in on looking good 0064 CoverGirl Eye Enhancers 4 kit shadows 0065 CoverGirl Eyeslicks Gel Eyecolor 0032. Button or display text Check out the latest win nersLinks to EX7. I current winners page 0.066 CoverGirl Shadow Squease 0033 Error message: displays if reader does not answer 0067. Other field text box Survey question(s) along with unanswered question(s) 0068 6) Your favorite eye liner? highlighted in red 0069 radio buttons) 0034 Ooops! Please select an answer for each question, 0070) CG Smoothers Eye Liner and then click the “Vote' button again. 0071) CoverGirl Perfect Point Plus Eye Liner 0035) 1) What did you have on (your lips) when you experienced your first kiss? 0072) Outlast Smoothwear Eye Liner 0036) radio buttons 0073) Other field text box 0037) My favorite lip gloss 0074) 7) Then there's mascara; what’s your fave? 0038 Lipstick; I'm very grown up 0075) radio buttons 0039) Just a little liner 0076) CoverGirl Fantastic Lash Mascara 0040 Nothing was on my lips ... except his 0.077 CoverGirl Multiplying Mascara 0041) 2) Speaking of kissing, what’s your preferred lip 0078 CoverGirl Fantastic Lash Waterproof Mascara gloss when you're about to Smooch? 0079 Other field text box 0.042 radio buttons 0080) 8) Perfecting your technique can be tricky. Who is teaching you how to apply makeup? 0043 Wetslicks Crystals 0081) radio buttons 0044) Wetslicks 0082 My mom helps me 0045 Lipslicks Lip gloss 0083) I'm learning from my girlfriends 0046) Other field text box 0084) Older female relatives and friends 0047 3) What's your favorite nail polish for attracting No one; I’m “making it up’ as I go along the guys? 0085 0086 9) Let's get back to the basics. What's your favorite 0048 radio buttons) foundation makeup? 0049 CoverGirl Continuous Color Nail Polish in Gypsy 0087 radio buttons Red 0088) CoverGirl Clean Pressed Powder 0050 CoverGirl Continuous Color Nail Polish in Electric Blue 0089) CoverGirl Clean Makeup 0051 CoverGirl Continuous Color Nail Polish in Purple 0090) CoverGirl Clean Oil-Control Makeup Passage 0091) Other field text box US 2007/01 12637 A1 May 17, 2007

0092) 10) What's your favorite blush or bronzer for your 0127. 16) Now it’s your turn to clue US in on your beauty face and cheeks? Out of these products, what is 0093 radio buttons) 0128 your absolute favorite? And (of course), WHY? 0094) Cheekers Blush Field text box 0.095 CoverGirl Bronzer 0129. Vote! Button; links to EX7.1.1 survey confirmation 0096) Tantastic Bronzer page if Survey is complete. If question(s) are incomplete, page refreshes with error message and unanswered ques 0097. Other field text box tion(s) highlighted 0098. 11) Clue us in! What's your secret to a good complexion? 0099 radio buttons) 0100 Getting plenty of rest EX7.1: Current winners listing page 0101 Laying off the greasy foods Title: Beinggirl Girl Picks: My Beauty 0102 Washing my face every morning and every night Keywords: None 0103 Getting help from a dermatologist Description: Here are your faves! 0104 12) A great Smile is half the battle! What's your favorite way to get a bright, white smile? 0105 radio buttons) 0.130) 0106) Crest Whitestrips Classic 0107 Crest Whitestrips Premium Global Navigation The Scoop links to 0108) Crest Whitestrips Premium Plus Your Period links to Ask Iris links to 0109) Other field text box Express Yourselflinks to 0110 13) Highlights can make —or break your look. BG Girl Picks links to EX7 What's your fave for hair highlighting? Past Winners links to EX7.2 Creative Expressions links to 0111 radio buttons Laugh Out Loud links to Girl Talk links to EX6 new Girl Talk landing page 0112 in Brilliant Highlights in SubmitYour Story links to Cool Blonde FAQ links to 0113. Herbal Essences Bold in Brilliant Highlights in bg Advisor links to Fun Stufflinks to Rich Copper The Goods links to 0114 Herbal Essences Bold in Brilliant Highlights in Golden Blonde 0115) Other field text box 0131 Sample text for comps can be mocked up from previous text as needed. Live text to come after first survey 011 6 1 4) Don’t like yvour hair color? Change9. it! What’s your favorite hair color product? ends. 0117 radio buttons) 0118. Herbal Essences Bold in Brilliant Color in Star EX7.1.1 Survey confirmation page Light —Light Blonde Title: BG Girl Picks: My Beauty 0119) Herbal Essences Bold in Brilliant Color in Molten Keywords: None Lava —Auburn Description: Thanks for cluing us in Note: no navigation shows because page is displayed in new popup win 0120 Herbal Essences Bold in Brilliant Color in Bronze dow after Survey is completed Ice —Medium Golden Brown 0121. Other field text box 0132) 0122 15) Speaking of which, should boys highlight or color their hair? Header Thanks for cluing us in 0123 radio buttons) Content Now we've got to count up your faves and add them to those of teen girls from around the world. Check back to see which 0.124 Eeeew! Never. P&G products you've honored with a BG Girl Pick, and the 0125. It depends on the guy. trends you’ve helped define! 0126 Oh yeah! It's very cool. US 2007/01 12637 A1 May 17, 2007

0133) 0.137 All documents cited in the Detailed Description of the Invention are, in relevant part, incorporated herein by reference; the citation of any document is not to be construed as an admission that it is prior art with respect to the present EX7.2: future page for Survey results archive invention. To the extent that any meaning or definition of a Title: BG Girl Picks: Past results term in this written document conflicts with any meaning or Keywords: None definition of the term in a document incorporated by refer Description: Past Girl Pick winners ence, the meaning or definition assigned to the term in this written document shall govern. 0.138 While particular embodiments of the present 0134) invention have been illustrated and described, it would be obvious to those skilled in the art that various other changes and modifications can be made without departing from the Global Navigation spirit and of the invention. It is therefore intended to The Scoop links to cover in the appended claims all Such changes and modifi Your Period links to Ask Iris links to cations that are within the scope of this invention. Express Yourself links to I claim: BG Girl Picks links to EX7 Current Winners links to EX7.1 1. A method of facilitating purchasing decisions, the Past Winners HIGHLIGHTED method comprising: Creative Expressions links to Laugh Out Loud links to a. providing a Survey Such as an online questionnaire Girl Talk links to EX6 new Girl Talk landing page comprising a plurality of questions; SubmitYour Story links to FAQ links to b. providing as choices in said Survey a limited set of bg Advisor links to products from one manufacturer to be Surveyed among Fun Stufflinks to a predetermined set of consumer peers; The Goods links to c. urging users to complete said questions by selecting among choices of said products; 0135 Future content: as surveys are completed and new d. facilitating submission of said Survey: results posted, previous Survey results to reside on this page) e. receiving said Survey results; and f. Suggesting purchase decisions based on validation by 0136. Once the user checks back, the user can see the said peers of said product choices. category winner, including what others in her peer group 2. The method of claim 1, wherein said survey is provided chose in response to choices in the Survey questions. At this via the internet. time the user, being informed of peer responses can be 3. The method of claim 1, wherein said predetermined set impressed upon to make purchase decisions based on Vali of consumer peers comprises teenage girls. dation by the peer choices. Such a suggestion provided by the Survey results can drive purchase intent. k k k k k