New Product Development

NutriGloss Light

L’Oréal’s Elvive range of shampoos, conditioners and hair treatment products is constantly evolving in response to consumer needs and has seen tremendous growth since it was first launched. The successful NutriGloss franchise targets younger women with mid/long hair and was introduced in 2005 following extensive testing of both concept and product by Conquest.

The launch was extremely successful, with NutriGloss quickly becoming the no.1 franchise in the Elvive range.  To fully understand the reasons behind this successful launch and whether strong initial sales would be sustained L’Oréal commissioned Conquest to conduct a LaunchQuest callback study among early adopters of NutriGloss, to determine who had been attracted to the brand, which competitors were being hit hardest, and which elements of the marketing programme - if any – would benefit from revision.

Results confirmed that the NutriGloss range was delivering strongly among its core target but also identified clear opportunity for a range extension, targeted at women with fine, limp hair with a tendency to greasiness.

L’Oréal subsequently developed a new sub-franchise specifically for this hair type – NutriGloss Light .  Rigorous concept and product testing confirmed that there was strong potential for the new product, with context supplied from earlier launches using the bespoke norms database that Conquest has set up for L’Oreal.  Key Word Identification enabled L’Oréal build a strong hierarchy of communication for the launch, whilst the Pricing Module revealed that there was scope to leverage price.

NutriGloss Light was launched in summer 2007 and has played a major role in the recent growth of the Elvive range.

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