01
No previous study.
The insights team wanted to know whether its claims spoke to men, and had nothing to start from.
We don't have a previous study on this topic.Global Consumer Insights Manager · the brief
Customer story · Global personal care company
Turning consumer language into stronger men's care claims.
Were the claims on unisex ranges relevant for men? There was no previous study to start from.
29,000+ consumer reviews · 3+ markets · 7 benefit areas
Crowded
Saturated
Freshness and long-lasting protection: everyone claims them.
Open
Ownable
The same benefits, framed in the words men actually use.
Differentiation depends on framing, not on the benefit.
From claims to territories
Same benefit, stronger framing.
Sensia didn't stop at “good claim” or “bad claim”. It connected each claim to the consumer territory behind it.
| Claim | Territory |
|---|---|
| Freshness | Confidence that lasts through the day |
| Sensitive skin | Care that protects without irritation |
| Convenience | Simple care that fits naturally into everyday life |
| Value | Smart, dependable everyday performance |
The story
How consumer language became stronger claims.
02
The answers already existed.
Men had already described what they expect, in thousands of reviews. No new questions needed.
29,000+ consumer reviews
FreshnessScentSkin comfortHydrationCleansingSensitive skinValue
03
Freshness, in their words.
Men don't talk about freshness as a feature. They talk about feeling confident all day.
The brand said
Freshness
Consumers say
confidence that lasts through the day
04
What men actually care about.
Practical, experience-led territories win.
- Reliable freshness and protection
- Scent as part of identity
- Care without irritation
- Simple, uncomplicated care
- Everyday value
How it worked
Four lenses, one evidence base.
-
Start from what men already say
A dedicated men's care base, no new questions.
-
Test each claim against their language
Which ones they echo, which ones feel generic.
-
Compare markets
Where the language changes from one country to the next.
One shared base for claims, positioning and innovation.
What this shows
No previous study? The evidence already existed. Consumers had answered the question, in their own words.
7 benefit areas
tested against what men already say.
Beauty markets
Face serums, daily SPF, sensory beauty, hair color and more, live and continuously updated.
Explore markets →See it live
Have a claim to test?
Bring it to a 20-minute session. We'll test it against what consumers are saying, live.