L’Oreal Garnier

Background

L’Oreal Garnier approached the BYU AdLab, impressed by the school’s track record in international L’oreal Brandstorm Competitions. They asked the advertising program to work with one of their product management and innovation teams to develop line extensions for an international brand.

Methodology

During four months our teams conducted extensive qualitative and quantitative design, consumer and market research regarding possible line extensions and areas for brand and product innovation. This research included 80 exploratory interviews, an online survey with a sample size of 578 individuals, four focus groups (40 total participants), 47 one-on-one interviews, 83 product design interviews, a product name survey (112 respondents) and eight in-store competitive analyses. The data and insights were then compiled for both internal analysis and synthesis as well as final presentation to L’oreal. End deliverables to L’oreal included a 2-hour debriefing of the insights, conclusions and final recommendations, a 50 page compilation of research findings and branded product recommendations (along with product-launch and marketing plans).

Outcomes

Our group presented and pitched new line-extension ideas to the Garnier product management and innovation team in their NYC offices. Recommendations included new line extensions coupled with product launch and marketing plans. The Garnier team was so pleased with our teams efforts they made an additional, generous donation to the advertising program in excess of the cost of the innovation work.