Hair Care Claims Innovation

Project Overview

This medical hair care brand wanted to utilise our online brainstorming tool, virtualHOTHOUSE®, to involve their global team to generate and identify a pipeline of innovative global product claims. They needed to drive consumption of their medical hair care product with target consumers in key global markets. We set up a virtualHOTHOUSE® project which enabled the whole global team to collaborate online, share, refine and evaluate regional consumer insights and successfully develop and create new product claims.

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Our Approach

This 12-week virtualHOTHOUSE® led project with 38 client delegates in 8 countries worldwide, supported by our team of creative agents and copy-editors. The online team initially shared, refined and evaluated leading consumer insights using our virtualHOTHOUSE® system. The strongest insights, together with other stimulus materials, were used to generate new claims at a 1-day Claims Booster™ workshop. A list of 80 workshop claims were then merged and refined by our team of prior to online evaluation with a wider client team and 100 target consumers.

Results

Results from fastSCREEN™ consumer testing highlighted six claims with strong growth potential, and with significantly greater consumer appeal than current claims being used by the brand. Winning claims will be used to support short-term marketing activity and longer-term product development.

"94% of delegates agreed that the process generated claims that will drive business growth"

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