Beauty Company Uses Insights to Fill Market Gap

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Building a high-quality yet affordable Hot Air Styler
A large beauty and personal care company decided to launch a middle-priced hair styling brush to fill a gap in the market. To ensure their product design is aligned with consumer needs, they launched a consumer test to explore the UX and UI of their product on a wide range of hair types.

Impact

Our insights uncovered R+D optimizations to increase product experience and differentiate the product from lower-end options, effectively positioning the product as a middle market disruptor.

Our Approach

1

Research

We conducted preliminary research to ensure the styling directions covered each metric needing to be tested.

2

Recruit

We recruited consumers with a wide spectrum of hair consistency and texture, from straight to curly. 

3

Test

Participants hair washed and blowdried their hair, then followed detailed directions to style their hair with the device.

4

Record

They immediately filled out a survey to record their experience.

Insights

Results

Our insights provided product and design  adjustments necessary to enter the heated hair brush market and gain a new consumer market share that are willing to pay more for quality without purchasing the most expensive tool in the space.