Premium Hair Care Brand — Professional Salon Results Positioning
The Client
Large consumer products company developing a new hair care line built around professional salon results at home.
The Challenge
Identify the lead conceptual positioning for a new professional salon-results hair care line — with multiple directions under consideration before entering development.
The Outcome
A lead concept clearly identified, with segment size estimates provided for each product variant to inform production planning and retail sell-in. KPI performance reported by key consumer segments, with lead claims identified to guide on-pack and in-store communications
Our Approach
Randomized sequential monadic online survey among qualified premium hair care purchasers
Male and female consumers who purchased premium hair care in the past six months
Fieldwork conducted over a single weekend
Full process from questionnaire approval to final results in two weeks
