Concept Validation for a Personal Care Brand

Client Background 

The client is a mid-sized personal care brand preparing to expand its portfolio with a multi-purpose skin balm offering cosmetic, therapeutic, and wellness benefits. The brand serves consumers across urban and semi-urban markets and wanted to ensure the new product aligned with evolving preferences in multifunctional skincare. 

Client’s Challenge 

The client was evaluating two potential balm formulations but lacked clarity on which resonated better with consumers. They were also uncertain whether positioning the product as both a wellness essential and an everyday skincare item would drive relevance or create confusion. The team needed clear evidence on consumer preferences, messaging cues, and positioning strategy to guide formulation and go-to-market decisions. 

How Mordor Intelligence Helped 

• Recruited a targeted group of skin-conscious consumers from Tier-1 and Tier-2 cities who regularly purchase multifunctional personal care products. 
• Conducted moderated interviews using stimulus boards, label mock-ups, and sensory descriptions to test consumer perception of each formulation. 
• Benchmarked the concepts against both heritage wellness brands and emerging clean-label challenger brands to provide market context. 
• Facilitated a cross-functional insights workshop with the client’s brand and product development teams to align findings and next steps. 

Key Findings 

• One formulation showed stronger perceived daily utility and long-term credibility among target consumers.
• Consumers preferred simpler ingredient messaging that reduced cognitive load while maintaining functional appeal.
• Dual positioning as both wellness and skincare risked confusing some users without clear, simplified messaging. 

Our Industry Coverage 

Mordor Intelligence has supported product concept testing across diverse markets from fast-moving consumer goods to regulated and complex B2B products. Our expertise includes: 

• Early-stage concept validation with prospective buyers and users.
• Testing products entering new geographic markets with varied buyer behaviors.
• Benchmarking offerings against both established and emerging competitors.
• Facilitating cross-functional alignment on product and messaging strategies.