Choosing the claims for a new hair care product
The same promise can read differently where a category is familiar and where it is new. A hair care brand needed claims for a new product in two such markets, so we worked through them with women in focus groups.
- Client
- Personal care company
- Industry
- Hair care
- Markets
- Two markets in the Americas
- Kind of work
- Packaging and claims
- Our role
- Claims development research with women in two markets in the Americas
The question
The brand needed to know which claims should lead its new product, and whether the same claims could work in both markets.
In one market the category was long established; in the other it was far less familiar. The product would meet experienced users in one and newcomers in the other.
Our approach
We spoke with women at every level of familiarity with the category, so each claim met women who knew it well and women meeting the promise for the first time.
Before any concept was shown, women described how their hair changes between washes in their own words, so every claim could be heard against the language women use themselves.
Then the women rebuilt the claims. They put the benefit areas in order of importance, and rewrote and prioritized the claims within each one, from those the product could support straight away to more stretching ones for future versions.
The groups spoke to how each claim came across to the women taking part. Whether the product could substantiate it stayed a separate question for the brand.
What the team came away with
The brand’s team had both markets side by side in one report, covering every benefit area and the claims within it.
With the claims set out in women’s own words, the team could compare the two markets claim by claim and see whether one promise could serve both.
Who we heard from
Women in two markets in the Americas, from regular users of the category to women new to it, in focus groups
Related work
View packaging and claims case studies- What we do
- Concept testing and portfolio prioritization
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