Our client, a global personal care brand, was looking to update the packaging of one of its face care franchises. The previous packaging refresh proved to be less successful, resulting in a loss of users. To prevent a recurrence of this setback, the company wanted to test both the global packaging and locally-created versions.
The goal was to assess several packaging concepts for the box front and top flap of the box, ultimately selecting a packaging design that resonates most with Canadian consumers by regaining lost users, preventing the loss of existing users and to recruit new users.
We designed an online quantitative survey using a conjoint trade-off methodology to identify the attributes that consumers pay more attention to on a pack. We also included a Maxdiff approach to differentiate the most preferred pack among 13 alternatives.
Unliked a standard conjoint design which presents features or attributes in a table, we overlayed the pack elements as visuals to more closely mirror the real-life packaging.
We determined the most important attribute of the pack driving choice and the combination of visuals and features communicated for the local design that outperformed the global version. There was also room for optimization of the current pack based on feature mentions and the background.
The company moved forward with updating the pack design based on the research and the new packaging is still in use today.