The Task
- To understand the usage, attitudes & beliefs and perceptions of hair oil amongst women
- And within this to gain an understanding of the role of fragrance
- In order to gain directional cues for hair oil formats and fragrances that may have potential
The Method
- Group discussions among women across Secs, ages and userships of different types of oils . This method is suitable since women tend to bond over and share their hair oiling experiences
The Outcome
- Hair needs are changing as the consumer changes and evolves . Her hair problems are also changing as she uses more products and processes to meet her needs and also due to the deteriorating environment and a changing lifestyle
- While hair oil remains relevant, the type of hair oil she uses is changing and she moves from one to another as her hair needs change
- Within this, fragrance plays a increasing role beyond just indicating the presence and purity of the ingredient. Fragrance also impacts the process of oiling and the outcome of oiling
How the Client benefited
- While all hair oils have mild fragrances, the type of fragrance can differentiate a hair oil. The types of fragrances that appeal provide cues about the types of fragrances that suit a hair oil, yet will help it differentiate the hair oil