Finding the Next Customer for a Luxury Hair Care Brand

The brand's biggest growth audience already wanted what it sells. No one had told her yet.

THE CHALLENGE:

A private equity firm was structuring an investment in a fast-growing luxury hair care brand with strong product-market fit. Before closing, they needed to know: Who is the core consumer, what does the brand stand for, and where is the room to grow?

THE REMCAL INSIGHTS APPROACH:

RemCal Insights conducted 36 in-depth video interviews with current, lapsed, and prospective customers across the U.S., women ages 23 to 60. We explored hair routines, unmet needs, how women discover and shop the category, and how the brand's products and positioning land.

THE IMPACT:

Current customers were loyal, and those who left did so because it was not a fit for their hair type, not the brand. The research found a large, untapped group of women who already match the brand's promise. It also flagged which shoppers not to chase and four product gaps worth filling, giving the investors the conviction to move forward with the deal.

36

Consumers

2.5

Weeks

Moved Forward on Deal