Bumble and bumble
Reinvigorating a Hair Care Brand by Providing a Fresh Perspective
The Challenge
Bumble and bumble underwent a ‘reboot’ with the goal of bringing more hair type users into the fold that were looking for thickening benefits. However, growth remained stagnant and certain SKUs continued to struggle. As such, new consumer learning was needed to help reinvigorate and grow the brand.
Our Solution
To help Bb. understand how to remain relevant, we conducted a Brand Positioning using Qualitative Digital Diaries, giving us the ability to explore hair care users’ experiences with real life context. Participants had the ability to upload photos and videos, bringing to life the challenges they face when trying to achieve their desired look by walking us through their rigorous hair and product routines step-by-step. ‘Showing’ rather than ‘telling’ revealed novel insights, ensuring that we delivered ‘new’ news and a fresh perspective.
Our Impact
At the end of the engagement, we provided a rich portrait of today’s hair consumer looking for thickening benefits and how that differed by hair type and needs. The research provided guidance for how to best position and talk about the collection moving forward and identified potential areas to explore for further product innovation.
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