Finding New Opportunities: For Hair Oil
Innovations in North India
CONSUMER RESEARCH
STRATEGIC INNOVATION & IDEATION
INNOVATION WORKSHOP
Marico stands as a leader in launching innovative, consumer-driven products, particularly in hair care. Our deep dive into consumer habits and desires in hair oil revealed untapped areas for innovation. We studied diverse consumer segments, understanding their unique hair care challenges and aspirations.
This thorough research guided the product development process, influencing everything from formulation to branding. Our solutions were innovative and deeply aligned with our consumers' real needs and expectations, ensuring relevance and impact in their daily lives.
Ethnographic immersions to understand Indian women & their relationship with hair
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.
Our Methodology
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Tracking the entire consumer journey with the oil- how has the relationship changed over time, what led to it, what were the benefits sought at every shift, how have different brands played out in her life, how is it today, what still lacks/what more does she desire. Draw from lived experiences over ‘what ifs’.
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Making consumers express their love, their relationship, and their wishes for hair oil through a love letter. It brings out their true, unfiltered well through emotions – without the pressure of responding on the spot. A pre-task for every consumer.
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Stroll through their bathroom/ dressing table to get a peep into the kind of products and brands used for hair care – regime, benefits sought, and role each product/brand plays.Also allows a peep into products/ brands used by different members – bringing forth the oiling dynamics of a household. Same to be captured in pictures.
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Getting a detailed understanding of the different innovations that consumers have initiated – be it by adding some home ingredients to their oil, making hair masks, or mixing different oils. Understand the need and drivers for the same, and get cues on different ingredients and benefits sought. Recipe booklet of homemade hair care solutions.
"In the gentle, nurturing ritual of the Indian champi, a mother's hands lovingly work through her daughter's hair, not just strengthening their bond but also fortifying the hair itself. This age-old tradition transcends mere grooming; it's a curative art. Infused with oils that combat hair fall, delay greying, and promote health, each stroke is a testament to a legacy of wellness and care. Passed down through generations, this ritual embodies a deep understanding of natural remedies, capturing the essence of what our consumers seek in holistic hair care."
The Consumer Insight
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 Strategic Solve
We provided the team with several innovative ideas that could be used as a canvas for further development. Each of our innovation idea emanated out of a strong consumer insight and was translated into product functionality, packaging and communication cues.