Refining and re-invigorating Elegant Touch

The Task

To evaluate a new pack design for fake nails, aimed to better reflect the needs of their newly defined target audience, as part of an extensive rebrand.

What we did

We used an integrated qual./quant. approach to gain feedback from existing users and non-users on the rebranded packaging prior to final concept selection.

We explored and assessed:

  • Current perceptions of [market] brand & competitors amongst current, lapsed and non-users
  • The overall design of the packaging, specifically looking at initial emotional reaction (measured using our award winning Metaphorix® tools) and overall appeal.
  • Feedback on the individual components and on-pack communication.
  • Suitability and fit of the pack for the Elegant Touch brand.

What We Learnt

The qualitative stage led to some initial concept refinements as it highlighted the need to display more of the product contents and ensure the new logo design maintained the elegance and femininity of current.

The quantitative stage carried out on the refined concepts confirmed that the new

packaging was more engaging and exciting, particularly in non-colour nail categories, bringing it up to the level of coloured nails and helping to re-invigorate the category.


From insight to foresight
Customer research experts: bringing together rational, emotional and implicit to increase predictive power