In the world of beauty and skincare, testing various formulations is essential to understanding consumer preferences and identifying areas for improvement.
This article demonstrates how Sensia can be used to analyze consumer feedback and review verbatims from a product test. We’ll use the example of Lancôme's three serum formulations—Orange Formula, Blue Formula, and Pink Formula—to highlight how Sensia helps identify sensory and olfactory preferences, perceived efficacy, and packaging feedback.
Sensorial and Olfactory Preferences and Recommendations
Using Sensia’s consumer feedback analysis capabilities, we identified key sensory preferences and areas for improvement across the three Lancôme serum formulations.
| Variant/Product |
Preferred Sensory Attributes |
Disliked Sensory Attributes |
Innovation Recommendations |
Share of Voice |
| Lancôme "Orange" Formula Serum |
Hydrates skin, smooth texture, fresh scent |
Sticky, dries out skin, flakes |
Improve moisture retention, reduce stickiness, enhance absorption |
~30% |
| Lancôme "Blue" Formula Serum |
Easy to spread, hydrating, fast absorption |
Watery consistency, unpleasant smell, sticky residue |
Improve fragrance, adjust viscosity, reduce stickiness |
~35% |
| Lancôme "Pink" Formula Serum |
Quick absorption, hydrating, smooth texture |
Too thick, strong alcohol smell, heavy feel |
Reduce thickness, minimize alcohol content, lighten formulation |
~35% |
Consumer Feedback on Sensory Attributes
Lancôme "Orange" Formula Serum received mixed feedback. While some users appreciated its hydrating properties, others complained about a sticky feeling and skin dryness. The serum’s tendency to flake and peel suggests a need to improve absorption and moisture retention.
Lancôme "Blue" Formula Serum was praised for its hydrating effects and fast absorption, but it faced criticism for its watery consistency, unpleasant fragrance, and sticky residue. Adjusting the viscosity and improving the scent could significantly enhance user experience.
Lancôme "Pink" Formula Serum was appreciated for its quick absorption and smooth texture, but it was criticized for being too thick and having a strong alcohol smell, which made it feel heavy on the skin. Reducing the thickness and alcohol content could improve its appeal.
Suggested Sensory or Olfactory Variants
Based on consumer feedback, the following recommendations can help Lancôme improve the user experience:
- Improve Moisture Retention: Enhance the formulation for better moisture retention, especially for the "Orange" and "Blue" formulas.
- Adjust Viscosity: Modify the "Blue" formula to make it slightly thicker and reduce the thickness of the "Pink" formula for a lighter feel.
- Enhance Fragrance: Introduce a more pleasant scent for the "Blue" formula, and minimize the alcohol scent in the "Pink" formula.
- Reduce Stickiness: Improve absorption and formulation to reduce sticky residue in the "Orange" and "Blue" formulas.
- Lighten Formulation: Adjust the ingredients in the "Pink" formula to create a lighter, more comfortable feel on the skin.
By addressing these key concerns, Lancôme can enhance consumer satisfaction and increase the market appeal of each serum variant.
Packaging Analysis
Consumers also provided valuable feedback on the packaging and applicator design of Lancôme’s serums, which revealed several insights.
| Learning |
Key Feedback |
Sentiment |
Share of Voice |
| Dispensing and Applicator |
Dropper doesn't pick up enough product, requires multiple dips |
Negative |
20% |
| Texture Accommodation |
Suitable for varying textures but challenging for watery serums |
Mixed/Balanced |
15% |
| Opening and Closing Mechanism |
Secure but dropper effectiveness is inconsistent |
Mixed/Balanced |
12% |
| Portability |
Convenient for travel but dropper inefficiencies noted |
Mixed/Balanced |
10% |
| Environmental Impact |
Concerns about non-recyclable materials |
Negative |
8% |
| Visual Appeal |
Generally liked but some issues with color and design |
Mixed/Balanced |
7% |
| Ergonomics |
Easy to hold but dropper could be improved |
Mixed/Balanced |
6% |
| Storage and Maintenance |
Maintains product quality with secure closure |
Positive |
5% |
| Handling and Convenience |
Easy to handle but dropper inefficiencies cause inconvenience |
Mixed/Balanced |
5% |
Dispensing and Applicator
The dropper design in the "Orange" and "Blue" formulas was insufficient, often requiring multiple dips to pick up enough product. This was a common issue that impacted user experience negatively.
"The dropper didn’t hold enough product, so I had to dip multiple times." - Lancôme "Orange Formula"
Suggested Action: Redesign the dropper to pick up an adequate amount of product in one use, or consider alternative applicators.
Texture Accommodation
While the packaging generally accommodated the serum's texture, users of the "Blue" and "Pink" formulas found that the more watery serums were difficult to handle.
"The serum was too runny. If I didn’t apply it immediately, it would make a mess." - Lancôme "Pink Formula"
Suggested Action: Ensure the packaging design can handle both thick and watery textures effectively.
Actionable Packaging Recommendations:
- Improve Dropper Design: Redesign the dropper to ensure adequate product pickup and easier application.
- Enhance Texture Compatibility: Modify packaging to accommodate varying textures of serums, such as watery or thicker consistencies.
- Optimize Environmental Impact: Transition to sustainable materials and communicate these efforts to consumers.
- Upgrade Ergonomics: Improve the grip and ease of use of the dropper and packaging design.
- Maintain Secure Closures: Continue with the secure closure mechanism to maintain product quality during storage.
By implementing these recommendations, Lancôme can enhance the user experience and ensure that its packaging meets consumer expectations.
Conclusion
This article highlights how Sensia enables brands like Lancôme to conduct detailed consumer feedback analysis to identify preferences and areas for improvement in product formulation and packaging design. By leveraging Sensia’s insights, Lancôme can improve its products and packaging to meet consumer demands, ensuring a superior experience for its users.
For a detailed analysis of Lancôme's serums, click here.