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A prestige haircare brand learned that men made up a quarter of their consumer base, and most were relatively new to the brand. As a brand that was traditionally perceived as more feminine, they wanted to better understand their male customers in order to further strengthen their relationship with them.
We conducted a three-day online community among 12 male-identifying brand users, six 75-minute interviews with the most engaged participants, and finally a 75-minute “virtual happy hour” with our moderator, three participants, and two client attendees to allow free-flowing discussion between consumers and clients. A few months later, we designed and led internal strategy development workshops.
Our research highlighted the importance of the brand’s presence in salons for discovery and the importance of inclusive marketing and opportunities to help male-identifying consumers feel welcome, empowered, and educated about the full portfolio of products available. As mentioned, this initial research later led to an iterative multi-day workshop series held online and led by Bovitz. A group of about 20 stakeholders gathered to share insights and develop strategies for how to engage and grow the brand among this important audience.
