Home Fragrance
Testing Pack Structure’s Effect on Scent Perception
CONTEXT
- A home fragrance company was exploring a pack structure change from plastic to a more sustainable and environmentally friendly option.
- In-person interviews combined with an online PackFlash® study provided valuable insight into shopper behavior.
LEARNING
- Non-verbal cues observed in-person, along with behaviors observed during online shopping, revealed what drove consumers to purchase specific fragrances.
- Consumers expressed how pack changes, including structure, impacted both their perception of the brand and scent of the product.
GROWTH OUTCOME
- The brand obtained actionable insights including how to optimize the pack to better express the scents offered.
- Additional data on design aspects tied to pack architecture, structure and sustainability efforts guided the brand forward to launch.
