Combe Incorporated,
Combe Personal Care sought to accelerate the growth and innovation of Just for Men. It needed to understand what was driving competitors like Alpecin Grey Attack in Europe and, in the United States, what emerging needs in hair and beard care could guide the portfolio for the next 3 to 5 years before investing in costly studies.
Maggiore applied Social Intelligence in Germany, Italy, the United Kingdom, and the United States, analyzing search trends, conversations, and reviews to map perceptions, barriers, and opportunities. It then activated the Iterative Experiments Platform, turning that knowledge into message and concept improvements and unlocking innovation potential by translating ideas into ads and landing pages to test promises and new propositions using real behavior.
Maggiore delivered a differentiation roadmap for Control GX, reinforcing speed and control with usage education that reduces staining and anxiety. In the United States, it prioritized benefit territories, with 77% concentrated on hair loss and regrowth and beard coloring, and recommended leading with gradual gray coverage, adding hair preservation and scalp health. The experiments also helped select the most effective claims.
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