L’Oreal was looking to launch a new facial serum, they had 2 alternatives. One more traditional see-through serum and another which contained charcoal, and therefore was black in color
The Approach:
MDI conducted a 2-week product test, whereby each serum was tested independently. Initially respondents assessed the concept via a pin drop / heat map task, as well as providing feedback. Product was then sent out to participants for an in-the-moment 2-week diary. At regular intervals participants provided feedback on their interaction with the allocated serum through a diary as well as video feedback.
The Result:
Initial negative reaction seen at the concept assessment stage (to the charcoal serum) was high, and in a more traditional approach this would probably have canned the product. Through the usage assessment however, respondents discovered that the charcoal product was far more superior in removing spots than the more traditional serum and it would not leave any dark marks on clothes or sheets even immediately after applying it.
L’Oreal launched the charcoal variant successfully. Thanks to the data collected from video reactions and follow-up materials of the charcoal concept, it enabled their marketing and comms team to address the initial negative reactions and showcase the long-term benefits.
