How can the manufacturers make the 99.9 percent claim?

The manufacturers of the products test the products on inanimate surfaces hence they are able to derive the claims of 99.9 percent of bacteria killed. If the products were fully tested on hands, there would no doubt be different results. Since there is inherent complexity in the human hand, testing hands would definitely be more difficult. Using surfaces with controlled variables is an easier way to obtain some type of consistency in the results. But as we are all aware, everyday life is not as consistent.

I think something like this would work...

"Xerox, Coke, Purell ... there are many imitators but only one name defines the product"

I think they should work the smell angle. Purell has a unique smell. Work that. I think smell has a way of attracting people sub-conciously.

Or make the smell unique, or even cologne-esque. Oooh, or make it smell like the shampoo. Everyone loves the smell of babies.

Most people leave their bottles of hand sanitizer out on a kitchen/bathroom counter or a desk. (I am staring at my bottle of Purel right now.) Two ideas: make the bottle pretty to look at; or print valuable info on them about germs, giving people more reason to use the product.

Warren Buffet advocated investing in Gillette because they have a remarkably better product for only a few cents more. Questions:

1. What is Purell's Unique Selling Proposition? (What does it have that others don't?)

2. More to the point, what is the Purell consumer's Unique Buying Proposition? That is, of the 20% of consumers that buy 80% of the Purell sold, what is the driver that makes them purchase Purell? (Usually this is an emotional driver).

Just taking a stab, I suspect that Purell could sell tons by:

a) Labeling it as "Genuine" Purell

b) Working with HR firms.

Yes, I walked into my office one day to find a large pump bottle of Purell on my desk, put there by HR. It was their move, at the height of cold season, to reduce sickness and absenteeism. And, because it was the real stuff, not some cheapo knockoff, it came across as considerate.

Demonstrating benefits: In certain hospitals, to build compliance, they placed screen-savers displaying the bacteria grown from various doctors hands. Compliance shot up to 90%. That's not practical in average situations, but it's a clue.

Speaking of hospitals, last time I was in one, they had wall mounted Purell dispensers. It made Purell so easy to use that I ended up just doing it randomly every so often. Really. Now, imagine having that sort of dispenser some place where people's hands naturally feel yucky. Like, say, near the subway exit, or outside the bathroom in restaurants and airplanes (after I've touched the knob, thank you.)

Now you owe me two cents.

Karen-I love the idea of adding "beauty" to the Purell experience. Very nice...what about custom Purell covers that you could put the pump bottles in and make it match w/the decor of your bathroom/kitchen, etc.?

Tom-i owe you $.02 and personally, want a dispenser in my house.

Jimmy--that works as a tag line, no doubt, but wondering if it is enough to inspire brand loyalty in a price-conscious age. Possibly.

so i've been puzzling over the purell dilemma for a couple of days - i have an economy size on my desk, another one at home, and i carry a miniature in my bag.

and i can't for the life of me work out why it's purell or nothing: i don't recall seeing ads for the product, i've tried the imitators (but never bought them)...

go figure! (oh wait.. that's what this is all about...)

Now, Michael...dig down deep...can you investigate that just a bit more?

I'm a Purell only guy for the reason your sister gave. It's the only one that dissolves and evaporates without leaving a gross feeling. If they can't differentiate on the science (which they can't), I'd go for the intangibles. Here's my proposal:

Genuine Purell: Feel the difference.

That'll convince folks to at least try the products, and assuming they are formulated differently, people will note that their hands aren't too slick or tacky or whatever.

I'd also note that it smells better than the generic competitors.

so after a very (unscientific) poll of like-minded users we conclude that:

'purell feels better and smells less antiseptic'. i.e., "your hands will nose!"

Purell could take a page from Heinz and use the bottle as a vehicle for quirky, fun Purell-related quotes. Heinz ran a contest several years ago to solicit suggestions and offered nominal prizes like free t-shirts and free ketchup. As far as I can recall, generic ketchup and other competitors didn't copy this tactic. Some silly ideas to get the ball rolling; "Think Pure Thoughts," "Hands Across America would have been so much better with Purell."

Alternatively, Purell could take a page from Snapple lids and provide interesting cleanliness facts on the bottle. This is a slightly more serious, factual approach, but could also be fun.

Use "design" to create brand separation and make the generics feel like "counterfeits".

Design packaging so distinct (perhaps a high-end "medical" look -- think BreathRX) and so user and "pocket friendly" that pulling out a bottle of anything BUT Purell would in effect feel like an entirely different action altogether.