Hair Styling Product Refresh

The Challenge

Our challenge was to re-invigorate a brand of hair styling products which were associated with dated hair trends and thus were suffering a decline in sales.

The Thinking

We needed to understand the full consumer perspective, so carried out a 3 stage qualitative research approach. Firstly we visited each respondent in their home to discuss their individual attitudes, behaviour, styling needs and drivers to product choice. We spoke to both current and lapsed users to understand both the barriers and benefits to our client’s product. We then visited several health and beauty stores, plus a fashion store of their choice, to understand the language and presentation of products/clothes they felt we trendy and stylish.

The Impact

From the combination of focus groups and a more ethnographic approach we were able to provide our client with clear guidelines on how to modernise their product. In particular, revitalising the imagery, pack design and language to be more contemporary and relevant to their target audience.