ABOUT THE CLIENT
Client is a leader in personal care space
APPROACH
Quantitative research
PROBLEM STATEMENT
The client sought to create a strong foundation for launching a skincare and haircare brand rooted in premium yet natural product positioning.
OUR SOLUTIONS
Qualitative approach – Mix of Focus Group Discussions (FGDs) and In-Depth Interviews (IDIs)
Target group: Women aged 25–35 years, mix of working professionals and homemakers, regular users of branded skincare/haircare products
KEY TAKEAWAYS
Health-conscious women with active lifestyles, environmentally aware habits, and reliance on clean beauty routines.
Shift toward natural but premium
Offline channels are preferred for new product trials due to touch-and-feel factors, with online purchases driven by prior brand familiarity and discounting.
OUTCOME
Identified whitespace for premium, natural products that address specific concerns (e.g., acne, hair fall, dull skin) with clear ingredient stories.
Defined key product expectations (long-lasting, suitable for skin/hair type, non-synthetic) and features driving willingness to pay.
Informed retail strategy: Highlight trial packs, offline sampling, and strong in-store advocacy, while leveraging influencers for online conversion.