How digital tools such as Social Listening contribute to more sustainable solutions
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Presented by: Lucie PERRIN
When developing new products, it has become mandatory not only to take into account economical aspects but also environmental and societal impacts. KLORANE has launched several solid references with the aim to contribute actively to reduce water consumption. During development, researchers have addressed several aspects regarding water consumption such as the quantity of water used for manufacturing & transport, but also the rinsability of the products. Two examples are presented here with the aim to show the complementarity of several tools from the Life Cycle Analysis until final assessment with ratings & reviews; intermediate studies from consumers Home Use Test during development are also highlighted.
KLORANE Mango bar shampoo and Aquatic Mint Purifying stick mask are presented.
Social Listening was performed on Ratings & Reviews collected in France, during 2021, from more than 12 sources and, covering more than 100 brands overall. Specific attention was paid to sub-categories and to reviews containing words such as “rinse”.
Consumer Home Use Tests were conducted with 138 and 68 target consumers respectively for Bar shampoo and Purifying stick mask in accordance with ISO 20784.
For both products, a Life Cycle Analysis was performed with an external company, to quantify impacts of a product from raw material extraction to its elimination at end of life.
Life Cycle Analysis results:
- For the Purifiying Stick Mask during manufacturing: -83% of water and -25% of CO2
- For the Shampoo bar, 1 bar equals 32 washes, as much as 2 bottles of 200 ml, saving 235 L of water for the total use
Ratings & Reviews highlighted that ~4 100 consumers spontaneously talked about rinsability; more specifically, this volume represents ~8% among the shampoo subcategory, and ~12% for the solid shampoos. Even if it is not the major concern, this constitutes a clear subject of interest, overrepresented on solid shampoos.
Consumer Home-Use-Tests, performed prior launch, revealed that:
- For the Mango bar shampoo, 39% declared they had the impression to use less water with the tested solid bar than with a regular shampoo and 94% agreed with the statement “easy to rinse”
- For the Aquatic Mint Purifying stick mask, 21% spontaneously commented that it is “easy to rinse off” and 97% agreed with the statement “easy to remove”
Social Listening specifically applied to the Rating & Reviews analysis showed that:
- the Mango bar shampoo is the most commented shampoo (gathering 11% of the reviews of the shampoo sub-category) and among the best reviewed (rated 4.62 vs 4.47 for the shampoo subcategory), mainly due its nice scent (mentioned in 52% of the reviews), its texture (15% of the reviews) and its efficiency (21% of the reviews). Texture and efficiency are correlated and contribute to higher ratings: the associated ratings are 4.72 and 4.67 respectively when texture or efficiency are mentioned. Among web-users who write about rinsability, this product performs slightly better than others (4.61 vs. 4.36 for the shampoo sub-category). Moreover, rinsability is strongly associated with positive comments; « Easy to rinse » being in 68% of the reviews mentioning rinsing.
- the Aquatic Mint Purifying stick mask is also the most commented product of its sub-category in 2021 (gathering 33% of the reviews of the Face cleansing masks sub-category) and is also one of the best rated, mainly due its nice scent (38% of the reviews, 4.80/5), efficiency (36%, 4.80/5) and texture (9%, 4.77/5), all attributes are correlated and contribute to higher ratings. For this product as well, for web-users who write about rinsability, this product outperforms its competition (4.82 vs. 4.46 for the subcategory). Rinsability is always associated with positive comments; « Easy to rinse » being in 59% of the reviews mentioning rinsing.
When used prior development, social listening was useful to confirm that rinsability is a topic for consumers, in line with the brand strategy. It was also instructive, after launch, to demonstrate that the efforts from developers to reach a good level of rinsability, as confirmed during blind Consumer Home Use Tests, became concrete and spontaneously commented for consumers when using the products.
This multi-tool analysis confirms the interest to develop more sustainable solutions and the possibility to reduce water footprint while thinking the products from manufacturing to final consumption.
KLORANE Mango bar shampoo and Aquatic Mint Purifying stick mask are presented.
Social Listening was performed on Ratings & Reviews collected in France, during 2021, from more than 12 sources and, covering more than 100 brands overall. Specific attention was paid to sub-categories and to reviews containing words such as “rinse”.
Consumer Home Use Tests were conducted with 138 and 68 target consumers respectively for Bar shampoo and Purifying stick mask in accordance with ISO 20784.
For both products, a Life Cycle Analysis was performed with an external company, to quantify impacts of a product from raw material extraction to its elimination at end of life.
Life Cycle Analysis results:
- For the Purifiying Stick Mask during manufacturing: -83% of water and -25% of CO2
- For the Shampoo bar, 1 bar equals 32 washes, as much as 2 bottles of 200 ml, saving 235 L of water for the total use
Ratings & Reviews highlighted that ~4 100 consumers spontaneously talked about rinsability; more specifically, this volume represents ~8% among the shampoo subcategory, and ~12% for the solid shampoos. Even if it is not the major concern, this constitutes a clear subject of interest, overrepresented on solid shampoos.
Consumer Home-Use-Tests, performed prior launch, revealed that:
- For the Mango bar shampoo, 39% declared they had the impression to use less water with the tested solid bar than with a regular shampoo and 94% agreed with the statement “easy to rinse”
- For the Aquatic Mint Purifying stick mask, 21% spontaneously commented that it is “easy to rinse off” and 97% agreed with the statement “easy to remove”
Social Listening specifically applied to the Rating & Reviews analysis showed that:
- the Mango bar shampoo is the most commented shampoo (gathering 11% of the reviews of the shampoo sub-category) and among the best reviewed (rated 4.62 vs 4.47 for the shampoo subcategory), mainly due its nice scent (mentioned in 52% of the reviews), its texture (15% of the reviews) and its efficiency (21% of the reviews). Texture and efficiency are correlated and contribute to higher ratings: the associated ratings are 4.72 and 4.67 respectively when texture or efficiency are mentioned. Among web-users who write about rinsability, this product performs slightly better than others (4.61 vs. 4.36 for the shampoo sub-category). Moreover, rinsability is strongly associated with positive comments; « Easy to rinse » being in 68% of the reviews mentioning rinsing.
- the Aquatic Mint Purifying stick mask is also the most commented product of its sub-category in 2021 (gathering 33% of the reviews of the Face cleansing masks sub-category) and is also one of the best rated, mainly due its nice scent (38% of the reviews, 4.80/5), efficiency (36%, 4.80/5) and texture (9%, 4.77/5), all attributes are correlated and contribute to higher ratings. For this product as well, for web-users who write about rinsability, this product outperforms its competition (4.82 vs. 4.46 for the subcategory). Rinsability is always associated with positive comments; « Easy to rinse » being in 59% of the reviews mentioning rinsing.
When used prior development, social listening was useful to confirm that rinsability is a topic for consumers, in line with the brand strategy. It was also instructive, after launch, to demonstrate that the efforts from developers to reach a good level of rinsability, as confirmed during blind Consumer Home Use Tests, became concrete and spontaneously commented for consumers when using the products.
This multi-tool analysis confirms the interest to develop more sustainable solutions and the possibility to reduce water footprint while thinking the products from manufacturing to final consumption.