Exploring US Haircare Perceptions for a Korean Haircare Brand

Challenge

Detangling the US market for a Korean haircare brand.

An agency came to us on behalf of their client, a major Korean haircare brand, to better understand their American customer base. They first sought to understand the unique haircare needs and concerns that women in the US have. They also wanted guidance on how their current web listing could be optimized. And finally, they sought to gain insight into this audiences’ impressions to their potential creative communications moving forward.

Approach

We facilitated a series of discussion groups where women were encouraged to let their hair down and share openly with us on what they love about their current haircare routines and products, as well as some of the pain points and challenges they experience. From there, we showed them the brand’s web listing, and evaluated the most pertinent pieces of information that women needed at point of purchase online. Finally, we gauged interest in a variety of potential creative, gaining an understanding of the kinds of copy and imagery that works best with this American audience.

Outcome

The Sound was able to successfully illuminate the haircare behaviors of the American audience, providing valuable insights into women’s current needs and challenges. We were able to provide clear guidance on how to feature the most pertinent information and features on their online shop listing. And finally, we were able to give a clear picture of what was resonating with potential creative and which elements were falling flat, so that our client could be confident in their future comms efforts.