Product ยท Ideation and concept testing
Redefining Foundation Needs and Concept Appeal for Benefit Cosmetics
3-day
research programme
24
foundation users
UK & US
markets
The challenge
Decoding the significance of good-for-your-skin attributes
In the lead-up to a major foundation launch, Benefit Cosmetics needed to get under the skin of their target audience's current habits and expectations.
They wanted to understand what triggers a user to switch foundation brands and, crucially, the role that skincare-linked benefits play in the decision-making process.
Project context
- Industry Cosmetics
- Solution Ideation and concept testing
- Markets UK, US
- Participants 24 foundation users (12 UK, 12 US)
- Methods Purchase journey mapping, concept check
The approach
Gathering honest reactions to concept claims on our platform
We designed a focused three-day online research programme on our platform, engaging 24 foundation users, 12 in the UK and 12 in the US.
Purchase process mapping
Through guided tasks, participants shared their typical purchase journeys and the specific needs that drive their product choices.
Concept check
We introduced Benefit's new foundation concept board to gather unbiased feedback on the proposed idea, specific claims, and market positioning.
Engagement metrics
Participants spent 15 minutes a day interacting with our community platform, providing detailed feedback on specific concept assets.
The result
Fine-tuning the marketing strategy for launch
The study successfully revealed the drivers shaping modern foundation choices and confirmed the appeal of skincare-linked benefits within the category. We provided Benefit with clear direction for refinement, identifying which elements of the concept had the highest marketing potential for their upcoming rollout.
Ready to see incling in action?
Talk to the team about your research challenge and we will show you what is possible.