GROWING HAIR EXTENSIONS

THE CHALLENGE
The BIG team wanted to identify ways to drive category penetration and growth.

THE SOLUTION
First, we defined clear consumer target(s) for each brand by conducting a segmentation on the category. Then, we ran a Triggers & Barriers study among Prospects and Infrequent Users to assess impressions of current products, determine key barriers and identify potential triggers for use of hair extension products in the future. From this study, we helped the team assess opportunities in marketing, messaging and product innovation.