InnoCos Pack 2012: A body lotion case study about consumer-insights-based packaging

expect great answers

Rub it in: a body lotion case study about consumer-insights-based packaging

Mandy Aristoff & Marcel Slavenburg

Introducing

SKIM

Session Agenda

Objectives

& Approach

Online

Board

Live focus

group

discussion

From

insights to

actions

San Francisco New York

London

Geneva

Rotterdam

Marcel Mandy

4

It’s all about consumers’ choices

Case study: business objectives

Designing a new packaging for a body lotion range that is…

A delight to use

Standing out

from shelf

Communicating

green brand

values

Without loosing

premium feel

1

2

3

4

5

Online board Understanding consumer needs / wants,

current usage & attitudes

• Idea validation

• Target understanding

• Consumer language

Focus group Deepen understanding of packaging cues,

testing and refining first rough guidelines

• Do’s and don’ts

• Checklist

Approach: Creative Lab

Let’s join forces!

7

• A delight to use

• Premiumness

• Stand out from shelf

• Green brand values

Do’s Don’ts &

Online Board approach

8

• 15 body lotion users

• Real-life peek

• 5 days

• Daily tasks

• Creative, fun &

engaging

Like the product you would like

to buy and tell me why

Dislike the one

you definitely NOT

like and tell me

why!

Highlight in green which

you want to keep on shelf

Highlight in red which ones

you would like to remove

12

Key Insights

• A delight to use

• Premiumness

• Stand out from shelf

• Green brand values

A delight to use: key insights

13

• No ‘one-size-fits-all’ winning pack

format, but pump stands out most

1

I prefer the pump, but I

would still buy this product

if it is in a bottle, but I think

I don't if it is in a jar

I love the Dove

packaging because

of the dispenser

pump

I prefer a tube

for travelling

• Preference depends on where it is

used and how it is stored

• Pack format can influence brand choice

and adds value, but product self is key

purchase driver

A delight to use: key insights

14

• Pack format appeal is both functional and emotional

1

Ugly bottle: I

won’t buy it

Useful pack format:

• Easy to use

• No dirty hands

• No dirty bottle

• Easy to empty

• Easy to store

• Easy to take

• Doesn’t break

• Keeps standing up

• Easy to grip / hold

The product counts more

than the look of the

package. As long as the

package is handy in use, I

like it.

15

Key Insights

• Premiumness

• Stand out from shelf

• Green brand values

Stand out from shelf: key insights

16

2

• Constant competition: not only in-store but also in the home!

Stand out from shelf: key insights

17

• Premium and price buyers are often the same people, constantly trading

up and down

2

1 2 3 5 6 7 8 9

10 11 12 13 14 15 16 17 18

19 20 21 22 23 24 25 26 27

4

Stand out from shelf: key insights

18

2

1 2 3 5 6 7 8 9

10 11 12 13 14 15 16 17 18

19 20 21 22 23 24 25 26 27

4

Stand out from shelf: key insights

19

2

What makes you stand out from shelf?

20

2

21

2

Colour (green silver purple red)

Brand (Rituals)

Format (easy to use, pump)

Shape

Visuals (flowers, coconut)

Simple Fresh Luxurious Feminine

Benefit-focus: moisturizes / hydrates +

RtBs: special, targeted, natural, ingredients

Not easy to use

Cheap

Dark

Oily

Old-fashioned

Medicine

Masculine

Too much (text) going on

What makes you stand out from shelf?

22

Key Insights

• Premiumness

• Green brand values

Green pack cues: key insights

23

Food choices Recycling Transport Energy saving Re-using

3

• Green matters to target, but beauty not top-of-mind

Green pack cues: key insights

24

Food choices Energy saving

3

• Learn from green consumer behaviour

fill it up in-store Bring it back

to store /

recyclable

materials

Local ingredients /

greener

transportation

methods

Use of green

production methods

Use ‘biological’ and

‘organic’

Recycling Transport Re-using

Green pack cues: key insights

25

3

• Learn from iconic brands: it’s all about naturalness

Be durable

Green pack cues: key insights

26

3

• Make green shopping easier by using green pack cues

I wish I could live

more eco-friendly,

but I don’t know what

to pay attention to

with packaging

27

Key Insights

• Premiumness

Premium cues: key insights

28

4

I would buy this, it looks

like expensive quality

• Premium packaging motivates to buy, simple and clean

design works best I prefer the

packaging from Rituals,

Kruidvat looks cheap It should look nice

on the shelf

I want the bottle

to look fancy

29

• 5 body lotion users

from Online Board

• 1 hour

• Goal: digging deeper

…..

• Flow overview

So, how to communicate green & premium and stand out on the shelf?

• 6 body lotion users from Online Board

• 1 hour focus group

• Delightful packaging

• Stand out from shelf

• Green & premium cues

• Concept design & collage

30

From Insights to actions

31

• A delight to use

• Premiumness

• Stand out from shelf

• Green brand values

Do’s Don’ts &

Next steps

32

To the drawing

board

to develop

consumer-insights-

based packaging

Test target appeal

and market potential

using Virtual

Shopping Trips with

Choice Based

Conjoint

Concept design & testing

Thank you! For participating now and for doing the survey

contact us or follow us online!

Mandy Aristoff | Senior Consumer Researcher

m.aristoff@skimgroup.com | 00 31 10 282 3569

Marcel Slavenburg | Qualitative Researcher

m.slavenburg@skimgroup.com | 00 31 10 282 3569