Two years ago, Mustela launched a bulk sales system. Consumers can fill (with the brand’s cleansing gel) a refillable glass bottle at the pharmacy. In order to constantly evolve, Mustela wanted to know how users live this experience. The brand therefore called on an agency specialized in UX (User Experience) in order to put the user at the center of its approach and future improvements.
“If the refillable and bulk experience is gaining momentum for food and cleaning products, it is still not widespread for hygiene products, and a new experience for pharmacy and parapharmacy products for young children. We wondered how our customers and prospects perceived this innovation and the approach it represents. We also had to identify how to make the entire experience, from purchase to use, as smooth as possible so that it would fit in with our customers’ and prospects’ journeys,” explains Mathilde de Montgolfier, open innovation manager at Laboratoires Expanscience.
To get answers, the brand called on Welcome Max, a firm specialized in UX and consulting.
A study was then carried out. In order not to bias the results, several consumer profiles were selected (used to the Mustela distributor or not, sensitive or not to sustainability). “Regular meeting points were defined in pharmacies, at testers’ homes, in co-creation workshops and online (forms, phone calls, sending photos, etc.) in order to establish a sort of logbook of uses and experiences over time.”
Lessons learned from the study
The survey revealed that:
• Parents confide in having an emotional connection with the brand
• The glass packaging was well accepted by all …
