Our Approach
Step 1
Define Test Audience
The mix of consumers recruited varied from adventurous to comfort zone product users, natural to “like natural” hair care product users, and product users open to new natural fragrance concepts.
Step 2
Test Product
Consumers were carefully selected and invited to our New York metro location to participate in a 3-day Central Location Testing (CLT).
Step 3
Collect Insights
Consumers interacted with the products in a fragrance- and emotionally-controlled environment that mimicked a household setting.
Insights
- 30 detailed profiles were discovered for each fragrance with key descriptors, emotions, benefits, colors and applications.
- The top performing fragrances have similar trends for descriptors, positive emotions, benefits, color, and applications.
- The most liked fragrances are associated with nourishing and nurturing benefits while the least liked are associated with repair.
Results
In a fast-moving marketplace, the client now understands the importance of innovating and developing new hair care products with a focus on efficacy.
The research and results provided a foundational overview and benchmarking program for the client to partner with Curion to repeat this study bi-annually, allowing for the client’s R&D team to develop new products for yearly launch innovations.
