A beauty care client wanted to broaden consumer vocabulary for describing skin appearance and product effects to help identify breakthrough new benefit promises. Our research plan included Kaleidoscope™, a multi-sensory approach that uncovers a more complete range of associations consumers have with a brand or product, including sight, sound, touch, and smell. With this method, we were able to capture the voice of the consumer, and define compelling new category benefit directions and language. [  next  ]

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