Established Personal Cleansing Brand — Gen Z Sub-Line Launch
The Client
Large consumer products company with an established personal cleansing brand.
The Challenge
Refresh an established personal cleansing brand by introducing a new sub-line targeted to younger Gen Z and Millennial female consumers — benchmarked against established competitive brands before committing to development.
The Outcome
The new sub-line scored +6 to +9 points above competitive benchmarks on Purchase Intent, Preference, and Initial Reaction. Top benefit language identified and a clear lead packaging concept selected from three options based on acceptors' preferences.
Our Approach
Three concepts evaluated via randomized sequential monadic online survey
Qualified target: younger female toner and astringent users
Survey design in one week; fieldwork over a single weekend
Full results with verbatim consumer language delivered the following week
