A trusted name in natural and holistic personal care, the brand sought to expand its presence by entering the competitive soap category. Renowned for its use of Ayurvedic ingredients and value-driven offerings, it had already earned the loyalty of middle-class consumers. As it ventured into this new segment, gaining a nuanced understanding of consumer expectations, usage habits, and purchase drivers was crucial. These insights would inform a strong and differentiated brand positioning strategy, ensuring relevance and resonance in a crowded market.
As part of its growth strategy, the company aimed to foray into the soap market with offerings rooted in its core values—natural ingredients and proven efficacy. While the brand already enjoyed strong consumer trust, entering the saturated soap segment required a nuanced, consumer-centric approach to stand out.
The key business questions were:
- What attributes matter most to consumers when choosing a soap?
- How do evolving skincare needs—balancing tradition and modernity—impact purchasing behavior?
- How to market thier soap ? Expectations Vs Benefits
- How can the brand’s Ayurvedic positioning be leveraged effectively to differentiate its offerings?
- To address these concerns, a comprehensive research study was conducted to understand consumer preferences, product perceptions, and the effectiveness of different soap formulations.
To capture rich and actionable insights, a multi-layered qualitative research approach was employed. The study design combined various methodologies, including product placement, structured feedback collection, mini group discussions (MGDs), and in-home immersions.
Key components of the study included:
- Mini Group Discussions (MGDs): A total of 8 MGDs were conducted—4 in each target location—engaging 32 respondents. These sessions explored initial reactions to different product and range concepts. Following the discussions, participants received product samples to use over a period of 5–6 days. Post-usage, they submitted structured feedback via Google Forms to share their firsthand experiences.
- Home Immersions: Conducted with 9 participants, this method involved real-life product usage in their home environment for 5–6 days. Respondents first completed a Google Form to capture their usage experience, followed by in-depth, in-home interviews to uncover deeper insights, preferences, and pain points.
This immersive and iterative research process ensured a holistic understanding of consumer attitudes, preferences, and real-world product performance
The research uncovered critical behavioural and attitudinal trends shaping consumer preferences in the personal care category:
- Bathing as a Self-Care Ritual – For women, bathing goes beyond basic hygiene—it is a holistic self-care experience that encompasses relaxation, rejuvenation, and skin nourishment.
- Balancing Tradition with Modern Needs – While consumers deeply value traditional skincare rituals and Ayurvedic ingredients, they increasingly seek modern benefits such as hydration, detanning, and skin glow—expecting a fusion of heritage and efficacy.
- Evolving Ingredient Awareness – Natural ingredients continue to command trust due to their historical relevance in skincare. However, today’s consumers are more informed and discerning—they favor products that marry traditional goodness with modern-day skin benefits.
- Benefits Over Ingredients—But with Credibility – Product benefits are a primary driver of choice, but only when substantiated by credible, well-known ingredients. Consumers are wary of unsubstantiated claims and expect tangible proof behind every promise.
- Changing Usage Patterns – While traditional bucket baths remain the norm, there is a growing openness to alternate cleansing formats. Body washes are gaining traction during travel, and specialized face cleansers are becoming part of daily routines.
Leveraging rich, behaviour-driven insights gathered through an immersive research design, Divergent Insights provided actionable recommendations to strengthen the brand’s market entry into the personal care segment. Our ability to integrate real-world product testing with nuanced consumer feedback enabled the client to build a targeted, insight-led strategy.
Key Recommendations Included:
- Ingredient-Benefit Linkage for Credibility: – Divergent Insights highlighted the importance of clearly communicating the connection between Ayurvedic ingredients and tangible skincare benefits. Recommendations focused on simplifying complex ingredient narratives into easy-to-understand, benefit-led messages—enhancing consumer trust and brand relevance.
- Product Optimization Based on Consumer Preferences: – Through home usage feedback and in-depth discussions, Divergent identified the ideal soap profile: one that delivers a lingering fragrance, includes gentle exfoliation (scrub-like granules), and addresses modern skincare needs like hydration and glow—blending traditional efficacy with contemporary expectations.
- Media Strategy Grounded in Reality: – Our research revealed that television remains the most trusted content platform for personal care categories. Unlike other segments, influencer marketing held limited sway. Divergent recommended sustained presence on TV to reinforce brand trust, supported by selective digital engagement.
- Channel Strategy for Trial & Penetration: – Insights into buying behavior led to a recommendation for robust availability across both general trade (Kirana stores) and modern retail formats (e.g., D-Mart), ensuring visibility and easy access for first-time and repeat buyers.
- Packaging Innovation for Premium Appeal: – Divergent’s visual stimuli testing revealed a preference for soft, natural color palettes and packaging that suggests hygiene and care. A dual-layer packaging (outer box + inner wrap) was suggested to elevate the premium feel while reinforcing cleanliness.
- Ingredient-Centric Visual Design: – Featuring prominent visuals of natural ingredients on packaging, coupled with concise descriptions of their skincare benefits, was recommended to boost on-shelf appeal and communicate authenticity at a glance.
The research provided the brand with strong validation to move forward in the soap category, backed by consumer-led insights that informed both product refinement and go-to-market strategy. It offered a clear roadmap for optimizing formulations, messaging, and distribution.
Key outcomes included:
Strategic Validation:
Confirmed consumer readiness and interest in a soap range from the brand, reinforcing confidence in category expansion.
Product & Portfolio Insights:
Highlighted the most preferred formulations—those that seamlessly blended Ayurvedic heritage with modern skincare benefits such as hydration and glow. The study also revealed white space opportunities, with consumers expressing interest in complementary skincare products like face washes.
Clear Communication Direction:
Reinforced the critical role of a strong ingredient-benefit narrative in building trust and driving purchase intent—insights that shaped packaging, communication, and positioning strategies.
