Finding New Opportunities: For Hair Oil Innovations in North India
Marico has always introduced consumer-driven innovative products. In order to understand the consumer’s needs around hair oil, we dove deep into potential spaces where innovations had high potential.
The Indian woman has a deep relationship with her hair, and in turn also the oil she uses. While she is loyal to the type of oil and the brand that she has been using for years, there is a strong curative need that exists in times of desperation (hairfall, greying hair). At this time, there are several new ingredients and formulas that are tried out. There is a lot of experimentation and homegrown cures that are also tried out.
The entire study was done using our home immersion methodology along with a digital ethnography session as well. This included several games and projective techniques to elicit deep-seated thoughts and emotions. Through live ‘champi sessions’, we decoded the relationship that women have with their hair and their pain points and anxieties with respect to the oils that they use.