Use Case
Happy Scalp
Test Line Extensions Against Competition On-Shelf Prior to Launch
SCENARIO
Ryo is a hair care brand that believes a healthy scalp is the key to youthful, luxurious, and silky hair.
With their growing popularity in Asia, they are expanding their portfolio to cover hair loss and damage. This is a key time to test the new line extension to see how it will perform on-shelf.
LEARNINGS
- Flash.AI™ revealed that the pack design delivers strong communication on many attributes except for better than other brands.
- It is a relatively new brand and there is still some gaps against the more established labels.
- The clean pack design, distinct branding on the pump stopper together with the ingredient led claims cue high quality perception.
- The only distinct weakness is on speed of noting which may be due to the recessive branding on the pack.
RECOMMENDATION
Improve speed of noting by making brand cues more prominent using contrasting colors that is still aligned with the color tone used in this pack system.
Amplify the communication of the brand’s unique positioning as a specialist against hair loss to improve brand power.
