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Success story
Consumer Goods|Market Opportunities and Innovation|United Kingdom|English

Adding value to anti-aging haircare market


We helped a beauty company in Japan identify innovation opportunities in the haircare market.


Our client wanted to uncover new opportunities in the market for anti-aging haircare products for women.


We conducted seven focus groups with six respondents and follow-up online interviews with 19 respondents. This gave us a wealth of qualitative information about women’s fears about aging, their concerns about anti-aging haircare products and their interest inproducts that can help them delay visible signs of aging. For insight into the emerging trends affecting consumers, we also examined the latest developments in the haircare market as well as in anti-aging product segments such as vitamins, functional foods and drinks, and fitness products. We used our predictive benefit framework to segment the features and benefits consumers sought from anti-aging hair products. Based on these insights, we recommended ways the client could develop innovative products.


We identified a range of emerging benefit areas where our client would be able to define white spaces for innovation. We revealed an array of “tipping points” where the beauty company could deliver new anti-aging hair concepts to the market that would set it apart from the competition.

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Yoko Nitobe