Personal Care Claims Innovation

Project Overview

This project was all about looking at new, fresh and deeper insights to identify a pipeline of compelling new product claims that would drive growth for two female personal care brands in three priority markets. This was achieved through a combination of online insight sharing with the global insights team and a two-day claimstorming Hothouse™ workshop. The workshop resulted in many new claims being developed and these were then tested and screened with consumers in target markets including Brazil, Northern Europe and India.


case-study image

Our Approach

A two stage virtualHOTHOUSE® project run over a period of 14 weeks. In stage one, a global insights team used the VHH system to gather and share relevant consumer insights. Our team of copy editors themed and refined leading insights prior to evaluation by a team of 40 company delegates in 12 markets. In stage two, leading insights and other stimulus materials were used to generate over 200 early claims at a claimstorming Hothouse™ workshop and online via ideasBOX™. A total of 48 leading claims were then refined by our team of copy editors for screening with over 300 target consumers in Brazil, Germany and India using our fastSCREEN™ methodology to identify leading claims with the greatest potential. 


Insight evaluation work identified 10-12 leading insights linked to 4 different platforms. Evaluation with 300 target consumers has identified 6-8 claims with "strong growth potential" in three key markets.


"I was really impressed with the quantity and quality of the new product claims generated and I look forward to seeing some of these being implemented in our lead markets."

More Case Studies


Want to Generate Winning Ideas to Grow your Business?

Contact us and we will explain our approach and the different tools that we use.