Procter & Gamble, Johnson & Johnson and Unilever are forgoing long lag times between product concept and rollout and are instead utilizing "lean innovation" by offering new items to consumers via social media ads and other channels to gauge consumer interest and gather feedback prior to rollout, writes Jack Neff. The technique has been such as success P&G had used it for 180 product launches, including its Charmin Forever Roll, which was tested via Facebook and Instagram ads.