Our Approach
We conducted a Sequential Monadic Complete Block 12-day Home Use Test, testing the 2 new formulations in comparison with their legacy product and a top competitor, with drydown periods between usage of each product across the US.
A timeline was designed for consumers to follow and evaluate 4 blind lipstick products for 3 days each with a dry-down before each product
Targeted Consumers to partake in the study fall within different product users
- Current heavy product users
- Other mass brand users who are non-users
- Influencers/Early adopters
- General consumers
Day 0-2
Use first product
Days 3-4
Dry-down; Cannot wear
any lip products
Days 5-7
Use second product.
Days 8-9
Dry-down; Cannot
wear any lip products
Days 10-12
Use third product
Insights
- The 2 reformulated samples, while slightly different, performed equal to or better than the current and competitor’s lipstick.
- Both reformulated lipsticks are viable replacements.
Results
- Our client would be able to select either formulation without fear of alienating current customers and appeal to new customers.
- Our client saved millions in marketing and R&D as they were able to maintain current customer satisfaction.
