We created a model for 2 key
markets of interest (USA and Germany), which uncovered the detailed drivers of
product performance at a sensorial, emotional and functional level using Brandphonics® profiling).
We were able to isolate core
brand equities in each market and where similarities and differences exist plus
understand what the optimal product should look like to maximize potential in
The results indicated that a
common base formulation would be appropriate for both markets, however, that
the optimal fragrance for Germany was of a floral nature (to portray comforting
equities) while a medicated undertone was required to appeal to moms in the US.
the results from this research, our client has progressed with our
recommendation to adopt a consistent base formulation at a global level and use
fragrance to increase brand fit and category advantage at an individual market