Understanding hair washing habits in France and Japan for L’Occitane en Provence
Enable L'Occitane to adapt its offer in light of current environmental challenges
L'Occitane surveyed 1,200 consumers to understand hair washing habits in France and Japan.
Customer need
L'Occitane aimed to analyze and understand in detail the hair washing behaviors and habits of French and Japanese consumers. The goal of the study was to enable the brand to strategically adapt its haircare offerings in light of current environmental challenges.
Methodology
- Target:1,200 women doing 2 shampoos per wash (niche target)
- Geographic scope:France and Japan
- Field duration:9 days
- Recruitment:Social media
- Survey methodology: Quantitative study
Key findings from the study
- Precise feedback mapping the specific hair washing habits of women within the two countries studied.
- Valuable insights guiding the creation and development of products that closely meet the new needs of consumers.
- A rapid and efficient international collection, completed in just 9 days of fieldwork.
- An excellent level of engagement from these niche targets in two distinct countries, despite using the same questionnaire.
Objective
This Usages & Attitudes study offers L'Occitane a fine intercultural understanding of hair care routines of its target audience in France and Japan. By relying on these concrete data and the environmental expectations of female consumers, the brand has the necessary levers to innovate in its formulas or formats and adapt its product launches in an eco-friendly and targeted manner.
Read next
Case studies
Analyzing consumer satisfaction of new Ferrero frozen products
Understanding consumer expectations and identifying the strengths and areas for improvement of Nutella frozen products.
Case studies
Assess customer satisfaction and deepen the understanding of the experience of Accor greet hotels
Enhance the attractiveness and clarity of the brand to the general public.