Combe Incorporated,
Combe needed to reverse the decline of Vagisil Anti-Itch in the United States by understanding why women with itching or irritation don't buy it or stop buying it, and what they choose instead. The challenge included self-diagnosis, myths about safety and microbiota, and expectations of a "cure" that weakened first purchase and repeat purchase.
Maggiore applied Social Intelligence to reconstruct the decision journey: it analyzed searches, public conversation, and reviews, identified triggers and occasions (nighttime, post-exercise, post-hair removal, post-sex), substitution paths, and the myths that steer choice away from the product. It also detected confusion between external irritation and infection, and translated findings into positioning and communication recommendations.
The study delivered an actionable plan to restore growth: clarifying the product's role as fast external relief with everyday care, reinforcing trust signals (Aloe vera and vitamin E, fragrance-free, pH-friendly, gynecologist-validated), and directing the message to the moment of decision. It also prioritized improvements to reduce doubts about scent, texture, or burning and to strengthen repeat purchase.
— Present
