Define Test Audience
The mix of consumers recruited varied from adventurous to comfort zone product users, natural to “like natural” hair care product users, and product users open to new natural fragrance concepts.
Consumers were carefully selected and invited to our New York metro location to participate in a 3-day Central Location Testing (CLT).
Consumers interacted with the products in a fragrance- and emotionally-controlled environment that mimicked a household setting.
In a fast-moving marketplace, the client now understands the importance of innovating and developing new hair care products with a focus on efficacy.
The research and results provided a foundational overview and benchmarking program for the client to partner with Curion to repeat this study bi-annually, allowing for the client’s R&D team to develop new products for yearly launch innovations.