How A Leading Haircare Brand Perfected Its Anti-Grey Hair Oil Through Consumer Research

The Indian haircare market is incredibly competitive, with consumers constantly seeking products that meet their specific needs. To succeed, brands must thoroughly understand their target audience and innovate accordingly.

With the goal of developing a product that truly addresses premature greying, a decades-old haircare brand partnered with us. Through precise audience targeting and rapid feedback collection, they gathered critical consumer insights to refine their anti-grey hair oil before its market debut. 

The Research Journey

Using our advanced audience targeting capability, the brand strategically targeted women aged 22 to 45 in tier 2 Indian cities who were concerned about hair greying.

Initially, these consumers were presented with the product concept without revealing the brand name and were asked to share their opinions and purchase intent. After the brand name was disclosed, participants’ perceptions of quality, believability of the product claims, and purchase intent were reassessed to measure the brand name’s impact on the overall concept perception.

Key Findings Of The Research

• 61% of respondents expressed doubts about the product’s ability to prevent hair greying.

• 80% of respondents did not perceive the product as unique compared to existing options.

Actionable Insights For The Way Forward

• The brand should leverage “Clinically Tested” claims to enhance consumer trust in the product’s efficacy to address scepticism.

• The brand can stand out in the market by emphasising its distinct ingredients, such as methi and curry leaves, in both its marketing and packaging.

In Summary

With these insights, the haircare brand is well-positioned to refine its anti-grey hair oil, enhance consumer trust, and ensure a successful product launch. This in-depth consumer research approach has proven vital in understanding consumer needs and perfecting the product to meet market demands.