Consumer Insight Led Product Development
Project Brief
This client already had a brand that was highly popular with the Indian Gen-Z audience due to its hip aesthetic and aggressive value-for-money options. Perfumes, within their Beauty & Personal Care category offering, had quickly become a significant contributor to their sales. They emphasised that their strategy was to double down on this opportunity by expanding their range to maintain brand relevance and keep consumers eager for more.
Project Year: 2023
Client Country: India
Audience: All Genders 18-25 years old
The Situation
After collaborative brainstorming and consumer research, overlaid with an inspection of the brand’s current offerings, we were able to identify a gap of opportunity for the client to capitalise on.
Through the data, we inferred that the Indian Gen-Z audience, while cost-conscious, is also inclined to experiment more with their scents (also known as layering). Their decisions are often influenced by their mood, who they’re going to be with, what type of event they’re attending, and even the time of day.
Zetts Solution
Relying on this data and the collated observations, we formed our hypothesis—the brand’s portfolio was missing a smaller-sized bottle option with a wider variety of fragrances to satisfy this consumer behaviour. Through our global network of suppliers, we sourced options that were travel-friendly and trendy for a generation that loves being on the move and impulsively rotates between scents. The selection process is often a process of elimination, taking into consideration factors such as budget, turnaround time, decoration complexity, and in-house testing. We had to drop some much-loved options too, as our internal stability testing revealed that PET-G bottles were cracking and leaking over time due to high concentrations of fragrance. Eventually, our client found its ideal match, after which we swiftly sourced and ran product sampling through our in-house bottle decoration plant to finalise the product. Looking back, our hypothesis and consumer insight-led exploration was the beginning of what became (and still is!) one of our client’s best-selling ranges.
Go Beyond
Our mission is to be the preferred choice for brands looking for a full-service solution to launch their own perfume range; implicit in this is our intention to build business as partners rather than through transactions. For us, that often means going beyond the brief—understanding our partner’s aspirations, studying their target audience, and constantly giving them an edge by staying on top of consumer and market trends. The average tenure of relations with our top 25 clients is 8.5 years—a testament to our promise of being a one-stop service partner for your brand to successfully commercialise its perfume vision.
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