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Hair Colour Pack Strategy
How did Bintix help a leading global hair color brand improve its entry-pack strategy?
Year
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2022
Summary
Bintix mapped how pack size recruits households and builds value over time
Bintix showed different pack sizes -
- Attract new households and build value over time.
- Tracked what households bought after their first purchase
- Revealed which packs recruited buyers and encouraged them to spend more.
the Challenge
Which Pack Sizes Best Recruit New Households?
The brand wanted to know which pack sizes attracted the newest households and whether mini packs encouraged buyers to move to higher-value purchases over time.
our approach
Household Pack-Journey Study
Bintix analysed household purchase behaviour to understand:
- Entry-pack choice among newly recruited households.
- Pack migration and trade-up from mini to larger formats.
- Consumption intensity across light, medium and heavy buyers.
- Long-term progression from initial trial to higher-value purchasing.
the outcome
Key Findings and Pack Strategy
01
Large Packs Led Recruitment
Nearly three in four new households entered through large packs, making them the brand’s strongest recruitment gateway.
02
Mini Packs Created a Trade-Up Pathway
One in four households entered through mini packs, with around a quarter later progressing to both mini and large packs.
03
Buyer Intensity Shaped Pack Strategy
Heavy and medium buyers preferred large and multipacks, while light buyers favored large packs, guiding pack architecture, recruitment and household value growth.
Real Data.
From Real Packs Consumed
Turning discarded packs into real-time consumer intelligence
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