Precise and Technical Attribute Mapping in Fem Care

The Challenge:

Our client was preparing to launch two intimate wash concepts across Europe and needed clear direction on both packaging and formulation. From bottle vs tube and dispensing methods to sensorial cues like texture, colour and feel on skin, R&D required precise technical guidance. The end goal was simple but critical: create products that were convenient to use, felt premium and helped consumers feel confident in their bodies.

The Solution:

We applied attribute mapping to isolate exactly how different packaging formats and formulations were perceived. Consumers evaluated each option in granular detail with our moderators, defining what felt ideal, what was commercially acceptable, and what simply did not work in this category. This approach revealed how specific attributes signalled cues like “premium”, “advanced” and “medical”, giving the client a clear framework for decision-making.

The Result:

We delivered actionable guardrails for both pack and formulation development, showing precisely which attributes to prioritise and why. This removed uncertainty from the R&D process, accelerated product decisions, and ensured the final concepts aligned with real consumer expectations. With a clear roadmap in place, the client is now confidently progressing toward launch with products designed to resonate in-market and stand out on shelf.

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