Deciding whether to develop a new skincare product further

The question

Using the product meant forming a new habit, and the brand wanted to see whether and how that happened before committing more development to it.

It wanted to know where the product would fit in women’s routines, how often they would use it, and what they noticed in their skin afterward. It also wanted women’s own ideas for the concept and the format.

Our approach

We followed the same women through repeated use at home, so we could see whether and how the product became part of a routine, as well as the first try.

Women showed us how they used the prototype in an online community, through posts, forums and individual challenges with moderated discussion.

The design separated what the product did from what a concept promised. Some women used the prototype without ever seeing a concept, and others read an unbranded concept first.

Focus groups drawn from the community then went deeper on use, benefits and positioning, and introduced the branded concept and pack designs.

What the team came away with

We reported on the home trial and the focus groups together, drawing on women’s posts, challenges and discussions.

It was qualitative evidence from the women who took part: how they used the prototype in their own homes and routines, what they reported seeing in their skin, and why. It was built to inform the brand’s development decision.