Personal Care Claims Innovation
To identify a pipeline of compelling product claims to drive growth of two female personal care brands in priority markets including Brazil, Europe and India key markets.
A two stage virtualHOTHOUSE® project run over a period of 16 weeks. In stage one, a global insights team used the VHH system to gather and share relevant consumer insights. Our team of copy editors themed and refined leading insights prior to evaluation by a team of 40 company delegates in 12 markets. In stage two, leading insights and other stimulus materials were used to generate over 200 early claims at a claimstorming Hothouse™ workshop and online via ideasBOX™. A total of 48 leading claims have been refined by our team of copy editors for screening with over 300 target consumers in Brazil, Germany and India using our fastSCREEN™ methodology to identify leading claims with the greatest potential.
Insight evaluation work identified 10-12 leading insights linked to 4 different platforms. Evaluation with 300 target consumers has identified 6-8 claims with "strong growth potential" in three key markets.
"I was really impressed with the quantity and quality of the claims generated and I look forward to seeing some of these being implemented in our lead markets."