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Assessing viability of a new skincare line from a brand built on “natural”

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The challenge

A natural personal care brand wanted expand into facial skincare, targeting women who value their brand’s current equity in natural products. The brand wanted to understand how women prioritize natural products and how the brand’s market positioning in personal care could impact the perception of a new facial skincare line from the brand.
We know that consumers tend to prioritize efficacy over natural when it comes to skincare products, but they don’t always say it out loud. We had to dig deeper under what consumers shared to understand the drivers and motivations to skincare decision-makers.

 

The method

We designed the research to understand the latent emotions and perceptions of the brand’s current equity, followed by interactive focus groups that used projective techniques to dig further below the surface.
 
  • Our proprietary behavioral economics technique LinkEQ uncovered the emotions about natural beauty, the brand, and the system 1 instincts that dictate brand perceptions and decision-making. Bringing these emotions to the focus groups, we were able to dig in deeper to understand how they may hinder or help the brand’s launch of the new line.
  • Dynamic focus groups: We explored decision criteria for selecting a new facial skincare product, what products are chosen for natural over efficacy, and reaction to several potential launch products.

The impact

These insights helped the team prioritize which products to launch…and which to shelve. Based on our research, the team decided against a full launch of these facial skincare line and instead to focus on a few products that resonated most with consumers and fit better within their current brand line up.

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Questions, ideas, or something you’d like to talk through? Our team is just a click away, ready to listen and help you find the right next step.

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