The bath and body products market has been experiencing steady growth globally, driven by factors such as increasing awareness of personal wellness and self-care.
The focus on wellness has intensified competition in the bath and body category. To stand out in a crowded market, brands are investing in innovation and differentiation. In our latest case study, we share how RemCal Insights helped a leading bath and body brand inform its differentiation strategy.
Project Context
A leading bath & body brand with top-selling bath products around the world would like to do a consumer immersion with their core users to be able to communicate with them more effectively and develop products that fill their needs.
They engaged RemCal Insights to run qualitative research in the US to learn more about consumers’ lifestyle and their routine and understand the customers’ decision making journey.
Solution
RemCal Insights recruited 14 category users and conducted one-on-one interviews with consumers in the US. For the interviews, we used a hybrid approach. Most of the interviews were conducted online to cover the wider geographies across the US. As the client wanted to identify unmet needs or opportunities for product innovation, observing consumers in real-life situations was an essential part of the study.
To ensure a deep consumer immersion, we also conducted in-home interviews in New York city as well as a shop-along interview with some of the customers. This method provides valuable context for consumer behavior: how they interact with the products or make purchasing decisions in the actual settings where these actions occur.
Value added
Research revealed physical and emotional needs that consumers have for products in this category and identified the role these products play in consumers’ everyday routines. Moreover, consumer perceptions of competitors’ brands in the category helped the client to understand the market environment and product characteristics that differentiated the brand from competitors and which should be highlighted in the communications with consumers.
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