Client Success Stories » Laundry Users

Finding Hypo-Allergenic Laundry Users

The Issue:

A leading CPG company wanted to focus on the hypo-allergenic version of their leading laundry product, believing hypo-allergenic consumers to be more loyal and less price sensitive. Having exhausted traditional behavioral filtering, they turned to Twenty-Ten to identify the attitudinal drivers which would lift response.

The Approach:

Twenty-Ten focused on the attitudes which corresponded with increased interest, response and purchase of hypo-allergenic laundry products. Key attitudes identified included:

"I always use laundry detergents that are gentler on my skin"
"I seek products that do not have perfumes and scents"
"I am attracted to products that contain natural ingredients"

Twenty-Ten then used its patented, proprietary modeling methodology to identify consumers who both fit the existing behavioral profile and shared these attitudes. These consumers then received a mailing, inviting them to try the hypo-allergenic version.