The beauty and personal care market is flourishing and is one of the fastest-growing consumer markets

Beauty and personal care include competitive, fast-changing categories of cosmetics and skin care—including cleansers, moisturizers, anti-aging products, hand lotions and more.

Oral care has also experienced explosive growth. The toothpaste category is a prime example. Here, products differentiate along specific benefits (gum health, sensitivity, fresh breath, etc.) and the emergence of an array of technologies and regimens for teeth whitening. No matter what personal care category you operate in, consumers look to your products not only for specific functional benefits but also for emotional outcomes like enhanced self-esteem, self-confidence and body image.

Perfect your sensory story.

Sensory attributes are key in personal care products. The sensory experience needs to be pleasurable, of course. But it also plays a vital role in signaling product efficacy. A warming sensation of a skin cream can signal its healing properties. The slight astringency of mouthwash reinforces its ability to fight bad breath. The congruency between the sensory profile, intended benefit and the desired emotional consequence is the sweet spot for personal care products. P&K can help you understand these key sensory attributes and how they align to your goals. That’s your sensory story, and that’s what wins customers.

Find the right research partner for you.

At P&K Research, our sole focus is consumer product research. With nearly 70 years of experience, we believe we do it better than anyone in the market. As a client, you’ll benefit from our state-of-the-art facilities and experts who average 20+ years in the field. Our work is all about finding answers to your essential product questions and delivering actionable insights that can inform your product decisions as well as marketing and sales strategies.

Photo of a bar of soap with lavender flowers on top

Case Study

Discovery Lab Capabilities Enable Sensitive Fragrance Testing

A retail chain sought to choose fragrances for a new line of bath soaps marketed under their store brand.

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For generations, P&K has been a voice of the consumer for personal care brands, revealing how to optimize products to drive repeat purchases. Our research helps answer questions such as:

What are the unmet consumer needs in your category? What new product offering would provide consumers a differentiated experience that stands out in a crowded market? Our whitespace solutions help you along the path of innovation, from prioritizing consumer benefits, to identifying key drivers of a liking in the specific personal care category, to establishing the target sensory profile that can serve as the “North Star” for product development.

Whether you are developing a new product or renovating an existing one, P&K Research helps guide your product optimization with sensory and consumer insights enabled by our custom analytics that identify the most promising improvement opportunities.

From conceptual brand promise to findability on shelf, package functionality, and ultimately, actual product use: our solutions uncover how to delight consumers throughout their product experience journey.

Just one change in an ingredient or supplier can save millions of dollars. Yet such changes can risk alienating your personal care brand’s current franchise. Our tools measure the risk/reward trade-off of these cost savings initiatives so you can make more informed decisions.

New competitors, changes in consumer preferences and any untested product redesigns you have undertaken in the past may have eroded your position in the marketplace. Our competitive benchmarking methodology can provide the vital insight into the strengths and weaknesses of your current offerings.

How can we partner with you to help you create your best products?

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