Guiding innovation and line extensions in hair care through consumer insights

Growth

objectives

A growing personal care brand wanted to expand its presence in the hair care category through targeted innovation and line extensions. The team sought to identify which new product ideas had the greatest potential to resonate with consumers while supporting long-term brand growth.

Challenge

With a highly saturated and trend-driven market, launching new products carries significant risk. The brand needed a way to prioritize concepts, optimize price points, and assess cannibalization risk before making commercial investments.

Key questions

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Which new product ideas are most compelling to our target consumer?

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What is the optimal price range for these innovations?

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How can we expand the portfolio without diluting existing SKUs?

How we did it

Using Astrea’s PPO Market Sales Estimator, the brand simulated consumer reactions to a variety of innovation concepts, including new benefits, formats, and packaging options. The tool modeled likely uptake, portfolio impact, and pricing sensitivity, allowing the team to test product performance before going to market.

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Key learnings

The analysis revealed strong demand for certain benefit-driven innovations at specific price points, while other concepts introduced greater risk of cannibalization. Insights also helped clarify how to position new SKUs in relation to existing offerings.

Outcome

The client refined its innovation roadmap, focusing on high-potential ideas backed by data-driven confidence. The results supported a smarter launch strategy, aligning price, positioning, and assortment planning for maximum impact.