Ready to Launch Research was engaged by a prominent beauty and wellness brand aiming to understand consumer perceptions and purchasing behaviors related to their bath, spa, and aromatherapy products. The research sought insights into shopping preferences, desired product attributes, packaging effectiveness, and overall brand perception.
Ready to Launch Research conducted qualitative research involving 20 comprehensive in-depth interviews with qualified respondents across multiple states. Participants represented diverse age groups from their 20s to 50s and various income levels. The interviews explored consumer awareness, purchasing habits, and reactions to packaging and product ingredients. Participants were segmented into current users, lapsed users, and those aware but not yet trying the brand.
The findings significantly impacted the client's branding strategy and product marketing. The research highlighted consumer preference for clear, minimalist packaging that visibly showcases the product, and strong interest in ingredients recognized for specific benefits. It also revealed that sustainable and eco-friendly packaging options resonate positively with consumers, influencing purchase decisions. Additionally, the insights led to specific recommendations such as removing overly literal images from packaging, enhancing branding consistency across product lines, and expanding physical retail presence to drive discovery and online sales. Implementing these recommendations allowed the client to better position their products as premium offerings, successfully aligning with consumer expectations and improving overall market competitiveness.
