#3: Product innovation
A final example shows how Pierre Fabre uses Brandwatch for product innovation.
The René Furterer brand, Tonucia, is positioned in the hair vitality segment. The brand aimed to introduce innovation by addressing the concept of hair aging.
"It was interesting to see how consumers perceived this concept of hair aging. The social listening research helped us innovate and target new, more specific consumer demands." said Florence Lucas, Social Listening Manager at Pierre Fabre.
Tonucia's product line underwent a series of strategic measures to successfully reposition and enhance sales. Firstly, the product range was meticulously tailored to appeal to a more youthful audience, effectively positioning Tonucia as a brand that revitalizes both hair and scalp. To bolster this repositioning effort, three exclusive youth ritual products were meticulously developed: a rejuvenating shampoo, a nourishing mask, and a restorative serum.
Since the product re-launch in 2020, Tonucia experienced a remarkable surge in sales revenue. The growth was substantial, with sales figures showcasing a significant double-digit percentage increase. These impressive results underscore the triumph of the repositioning strategy, the successful introduction of the youth ritual products, and the incorporation of the innovative hyaluronic acid extract into the Tonucia range.