A new curl cream cleared the blind test and its planned price; the job ahead was winning trial in a category where women stay loyal
A hair-care company had developed a cream for curly hair, a young category in India, and needed launch evidence on product, brand and price together.
Women used the product blind at home, rated it, and then saw the brand and the price. A price sensitivity model set the acceptable range.
The product cleared the norm comfortably. The brand did not change purchase intent, and the planned price sat inside the accepted range. The sharper finding was category loyalty: current users rated their own brand at the ceiling, so the launch plan was built around trial rather than persuasion.
Curious to know more? Write to us and we will take you through this case, and others like it, in depth. projects@bigbluebanyan.com
- The question
- Does a new cream for curly hair perform well enough to launch, does the brand name help, and is the planned price right?
- Approach
- In-home blind placement, then branded reveal; price sensitivity analysis
- Where
- Two metros, India, 2023
De-identified. Names, places and distinguishing details are generalised.
Related studies
Have a similar question?
Tell us the decision behind it. A senior researcher replies quickly with what it would take.