Personal Care Product Testing

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 products. They include cleansers, moisturizers, anti-aging products, hand lotions…and more.

Consumers look to these products not only for specific functional benefits, but also for the emotional outcomes like enhanced self-esteem, self-confidence, and body image.

Oral care has also experienced explosive growth. Examples include the toothpaste category. It differentiates along specific benefits (gum health, sensitivity, fresh breath) and the emergence of an array of technologies and regimens for teeth whitening.

Helping you understand your sensory story.

Sensory attributes are key in every personal care category. The sensory experience needs to be pleasurable, of course. But it also plays an important role in signaling the efficacy of the product. 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 the key sensory attributes and how they align to your goals. That’s your sensory story.

For generations, P&K has been a voice of the consumer for personal care brands, revealing how to optimize the product to drive repeat purchase. Our research helps clients answer the following questions:

How do I innovate in my category?

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.

How do I improve my product?

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.

How do I improve my brand and product experience?

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.

How do I increase margins?

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.

How do I make my product more competitive?

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.