|
98% completion rate |
200 total respondent completes |
<3 weeks from product shipped to results |
Launching a products under a celebrity brand comes with intense consumer scrutiny, meaning products must perform exceptionally well to succeed in market. To ensure a successful launch and minimize potential risks of public backlash, the team partnered with Highlight to validate its new product lines’ overall appeal, refine its positioning, and drive long-term consumer demand beyond the initial hype.
In order to determine product launch readiness, Highlight recommended its Highlight Greenlight Solution, a blueprint for a robust quantitative study to engage consumers with diverse hair types who shop at the key retailers participating in the product launch.
Participants replaced their usual hair care products with the test routine, providing feedback at key touchpoints over a 14-day trial. This allowed for a comprehensive evaluation of product performance over time, across real-life usage moments, from application on wet hair to post-styling results, to measure initial purchase intent and predict repeat purchase rates.
Coming out of this research, the team had a clear understanding of specific sensory attributes that impacted overall product performance to inform marketing campaigns, a deeper understanding of usage occasions across both perspective and organic settings to inform future product formulation tweaks, and were well-equipped to anticipate consumer sentiment across organic feedback and review channels once the product was in market.
With this confidence, the team launched the new product line, and within a week, had generated millions in media impact value and received consistently favorable reviews from consumers across social platforms and was positively compared to leading hair care brands.
Want to learn more about the best way to build celebrity-backed CPG brands? Check out our Highlight Reel episode featuring panelists from BERO, Tom Holland's NA beer brand, and Barrel, digital agency to brands like Khloud, Sprinter, Stiller's Soda and more.