Powering Growth for a Leading Leg Wax Brand

The Challenge:

As a market leader in wax strips, the client had already achieved significant success with their product. However, they faced a key challenge: identifying the optimal pack design that would resonate most with consumers. They wanted to understand not only which pack would perform best, but also how much of a premium consumers would be willing to pay for it, and what added value this could deliver for the brand. This study aimed to uncover those insights and guide strategic decisions for future growth.

The Solution:

We developed a three-step online methodology combining Discrete Choice Modelling (DCM) and stated preference techniques to identify consumers’ ideal wax strip product. By guiding participants through intuitive ranking, MaxDiff trade-offs, and a product design task, we uncovered the most valued attributes, the optimal product configuration, and the premium consumers were willing to pay. Crucially, all elements tested were feasible to implement – ensuring the insights were both strategic and actionable.

The Result:

Our research provided the client with a clear strategy to enhance their already successful product, by identifying key consumer-valued features and the premium they’re willing to pay. This insight allowed the client to make confident, targeted improvements. By highlighting which attributes matter most, we helped prioritise innovations that are both desirable and achievable.

This approach can be applied to other market-leading products, unlocking value and providing a competitive edge. Ultimately, the findings offer a strong commercial case for innovation, with the potential to boost product value, drive sales, and grow market share.

Curious about how we brought this to life? We’d love to hear from you, please contact [email protected] to discuss your needs.