What happens when you generate global interest in new scents before they hit the market?
THE RESULTS - A comprehensive testing strategy that forecasts positive sales performance for 10 new fragrances around the world.
THE CHALLENGE - Measure the success of tomorrow's scents, today.
Avon needed a surefire method of predicting success and scalability of new fragrance concepts before putting them through production. To us, this meant building a testing protocol that used qualitative and quantitative measures to determine rational purchase interest and emotional enthusiasm for each scent.
THE SOLUTION - Craft a multi-faceted test that hits all the right notes.
Using MindSight® Motivational Profiling we designed a concept evaluation protocol to globally measure rational and emotional interest in each fragrance. Our in-market sales validation study enabled us to determine Avon’s real-world market potential for each concept—resulting in actionable sales prediction data for 10 new fragrances.
Categories: Beauty & HealthDentsu Creative UK, 5 years ago