What product life cycle extension strategies did a cosmetics company use when they repositioned a body lotion as an insect repellent?

In this scenario, the cosmetics company repositioned a body lotion as an insect repellent, which aligns perfectly with the product life cycle extension strategies that involve adding new users, increasing the frequency of use, and finding new uses for an existing product.

By repositioning the body lotion, the company is effectively targeting a new group of consumers—those looking for insect repellent. This represents an expansion of the user base. Additionally, this strategy encourages consumers who may already be using the body lotion to consider it for a different purpose, thus increasing the frequency of use in scenarios where insect repellent is necessary. Finally, the concept of finding new uses is exemplified by taking a product primarily designed for moisturizing skin and marketing it for protection against insects. This creative approach stretches the product’s lifecycle by tapping into additional market needs and demands.

Such strategies are particularly effective in extending the life cycle of a product that may be reaching maturity or decline, providing opportunities for renewed sales and relevance in the market.