Tress to Impress: Naming a New Haircare Product for a Successful Launch

Client
Use cases

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.

 

My/Mochi CMO

Thank you for the partnership. This research has been transformational for us.

Enter your email to download the content

Ask us anything!

Please Select Form.

Ask us anything!

Enter your email to download the content

Please Select Form.

Enter your email to download the content