Q-Redew New Product Development

The Q-Redew brand is well known for its hair health and steaming portfolio. Their patented handheld hair steamer is commonly used with rinse-out conditioners or masks from other companies. Our marketing team approached them with the suggestion to expand their brand with a conditioner of their own.

Studio Maxwell completed the following to bring this product to life during the pandemic manufacturing slowdowns.

• Market Research/Competitive Analysis on leading conditioners with similar propositions
• Ingredient research to identify trending ingredients and product claims
• Manufacturer sourcing and meeting coordination to identify an ideal development partner
• Formula development
• Formula focus group testing (multiple rounds were conducted to refine the formula)
• Packaging design & mockup development
• Packaging copywriting
• Product Launch Strategy
• Website copywriting
• Shopify integration strategy
• Influencer marketing strategy
• Graphic design and asset development strategy

Competitive Analysis Research

This was a very key aspect of the project since the brand was very rooted in being a tool-based company. We thoroughly analyzed the conditioner segment and the AA consumer to identify needs that the brand could address with their new offering.

Formula Development & Testing

We carried out careful research on emerging ingredient stories in haircare while also incorporating existing ingredient stories that consumers respond to. Our goal was to create a formula that worked on a diverse array of hair textures while being efficacious in all scenarios. To do this we conducted a focus group to identify responses to texture, fragrance, user experience, and effect on hair.

Below you will see our CMO evaluating formula submissions from the manufacturer and scent options.

Packaging Development

Packaging is a key aspect of product development. Our goal was to curate a story and experience that customers would identify with and yearn for. We developed a set of aggressive packaging options for presentation to the brand and manufacturer.

You will see that we explored various product names, delivery systems etc. Ultimately due to the pandemic, we decided on a more accessible packaging option due to manufacturing concerns.

The Result

Sampling Strategy

Sampling was a pivotal aspect of product development as well so we codeveloped aggressive samples alongside the main project with another manufacturer.

The Rollout

The rollout phase included extensive copywriting, Shopify integration work, email marketing strategy, influencer marketing strategy and more. Here is a brief overview of the content we secured to deploy the conditioner.

We secured multiple partners with a variety of hair textures to showcase the efficacy of the product. Each collaborator was tasked to provide photo and video content.