Tress to Impress: Naming a New Haircare Product for a Successful Launch
Client
L’Oréal
Use cases
Naming, Claims, Packaging & Messaging
Challenge
L’Oréal had 5 possible names for their new haircare product, previously tested through traditional research but without clear results on appeal or brand alignment. The L’Oréal team looked to buzzback for a more creative and meaningful way to conduct naming research.
Solutions
Our image based eCollage™ technique enabled us to explore consumers’ underlying associations and emotions with the names under consideration to fully explore their potential impact on purchase and brand perceptions.
Outcome
The research approach enabled L’Oréal make a confident decision on how to move forward guided by deeper consumer understanding going beyond standard metrics. The product became the the 3rd Best Selling NEW Brand in the UK in launch year with £28.2 million sales. Today it is the UK’s number 1 hair mask brand.