Case study – CHILDREN – Colart
Uncovering the magic of play for Colart
When Snazaroo, part of the global art supplier Colart, asked us to understand face painting from a child’s perspective, we knew conventional research methods wouldn’t get us there. Adults interpret, filter and assume. We needed to see the experience through children’s eyes, on their terms.
The challenge: Understanding an experience that children feel but rarely explain
Snazaroo wanted to understand what face painting really meant to children under ten — not what parents observed or assumed, but what children themselves felt, said and did in the moment. The insight would shape the brand’s positioning, communications and innovation strategy.
What we did: We took face painting into homes and got out of the way
The goal was to capture genuine, unfiltered behaviour as it unfolded. So we took face painting kits into homes across the UK and US, observing children during playdates with friends, with minimal adult direction. Both children and parents in the study wore glasses with built-in cameras and microphones, offering richer insights beyond those captured through pure observation.
What we found: It was never about the finished look
What happened surprised everyone. Parents expected mess and mild chaos. What actually happened was something richer. As paint met skin, nervous children transformed. Confidence grew as they watched their friends, then took control themselves, directing parents, mixing colours, and painting arms, legs and feet.
The revelation was that face painting at home isn’t about the end result. It’s about the process, the freedom and the continuous anticipation of what comes next. Children wiped off completed designs not in frustration but in delight, ready to start again.
This reframed the brand opportunity entirely. Face painting didn’t belong in the entertainment category. It belonged with toys, where children lead their own creative play.
The impact: Insight that built a brand strategy from the ground up
The findings became the foundation for Snazaroo’s brand positioning, communications and innovation pipeline.
“The insight captured was incredible and unimaginable. It all stems from the insights and story that came from the research Magenta did, and without it, it would have been a struggle. We now have solid plans in place, strong communication campaigns and innovation funnels that flow directly from the research.”
Global Brand Director, Colart
If you want to understand your audience from the inside out, let’s talk.