Private Equity Consumer Research: Testing the Staying Power of a Premium Body Care Brand

Scent gets people to try it. Performance is what keeps them coming back.

THE CHALLENGE:

A private equity firm saw an investment opportunity in a premium body care brand. They needed to know: How do consumers shop for skin and body care today, where does the brand stand against competitors, and how much room is there to grow?

THE REMCAL INSIGHTS APPROACH:

RemCal Insights conducted 22 virtual interviews with current and lapsed customers across the U.S., men and women ages 22 to 46. We explored personal care routines, what drives trial and loyalty, how the brand compares to competitors, and where it could expand.

THE IMPACT:

The brand’s minimalist packaging, distinctive scent, and credibility earned without influencer hype set it apart, and men newer to the category emerged as a strong growth audience. The research also pinpointed why some customers left, and each gap had a clear fix. Together, the private equity consumer research gave the firm the conviction to move forward with the deal.

22

Consumers

2

Weeks

Moved Forward on Deal