From Product Promise to Consumer Evidence
Designing a 12-week home-use study to measure visible change and support credible cosmetic claims
CHALLENGE
A haircare company needed consumer evidence showing how participants experienced a scalp-care system over time. The research focused on changes in visible density, scalp coverage, shedding, and the overall appearance and condition of the hair and scalp.
OUR WORK
Kulima designed and is managing a 12-week consumer home-use study with 17 participants, most of whom have coily hair and are currently experiencing changes in hair density and fullness.
The work covered participant recruitment and screening, informed consent, baseline surveys, standardized photo protocols, weekly check-ins, midpoint and conclusion surveys, and three guided group sessions. Kulima also established clear participation requirements and measures focused on perceived improvement, visible scalp coverage, product experience, and continued use.
OUTCOME
Kulima turned the brand’s broad goal of demonstrating product performance into a 12-week research system with defined endpoints, standardized photography, structured surveys, and weekly use tracking. As a result, the brand will have quantified consumer response and documented visible change, not just testimonials or inconsistent before-and-after photos to determine which cosmetic claims it can support, how to communicate expected results, and what may need refinement before investing further in the product’s growth.
