Modernizing a bar soap portfolio to broaden consumer appeal
Growth
objectives
A personal care brand set out to revamp its bar soap portfolio with the goal of increasing relevance among a wider range of consumers. To support this relaunch, the client needed to determine which fragrance profiles, product benefits, and on-pack claims would drive the most interest across demographic segments.
Challenge
With declining category engagement among some consumer groups, the brand sought to modernize both its formulations and its communication. Fragrance combinations, benefit messaging, and ingredient language were all under review. The team needed to identify which combinations would resonate most—without straying too far from what existing customers already valued.
Key questions
Which fragrance profiles are most appealing to a broader consumer base?
How do benefit claims and ingredient cues influence perception and purchase intent?
Can gender-neutral packaging help attract new users without alienating current ones?
Is there an opportunity to support a price increase with product and messaging updates?
How we did it
Astrea applied its Product Profiler solution to test various product configurations using a conjoint-based research approach. Bar soap users across genders were asked to evaluate combinations of fragrances, ingredients, and claims—including both the client’s products and competitive offerings. Respondents selected the most appealing option from a set of four or could opt for “none,” allowing clear insights into what drove preference.
Key learnings
Fragrance emerged as the strongest driver of appeal, particularly familiar or ingredient-based scents. Gender-neutral packaging and claims like “triple milled,” “hypoallergenic,” and “made with fair trade ingredients” helped increase the perceived quality of the offering. Preferences varied slightly by gender, reinforcing the importance of balancing inclusive visuals with fragrance options that span a range of sensibilities.
Outcome
The client received clear direction on how to relaunch its bar soap line for broader appeal. Recommendations included focusing on high-performing claims, introducing new ingredient-driven fragrances, and adopting more inclusive branding. The research also supported a potential price increase, tied to elevated perceptions of quality and relevance—setting the stage for a confident and modernized go-to-market strategy.
