Case study – HEALTH & BEAUTY – Wild
Shaping the next chapter for Wild
Wild, known for reinventing everyday personal care with refillable, sustainable products, had recently brought its haircare range into supermarkets. Ahead of the next phase of the line, Wild wanted a sharper picture of what would make consumers choose it over the products already in their bathroom cabinet.
The challenge: A brand loved on screen, less understood beyond it
Sales data alone could not tell Wild why a shopper picks up one bottle over another, or what "natural" needs to look, smell and feel like to earn a place in someone's routine. To shape the next generation of the range and the messaging behind it, Wild needed a clear view of consumer expectations, loyalty drivers and the role its own strengths could play in a crowded category.
What we did: A week inside consumers' routines
We ran a five-day digital taskforce with twelve women across the UK, spanning a mix of hair types and levels of eco-consciousness. Using WhatsApp, participants completed seven tasks covering their haircare needs, brand loyalty and what natural products mean to them, generating hours of video, imagery and reflection from daily life. This kept the research close to real routines while working within a tight budget and timeline. On delivery, Magenta ran a concept development workshop with Wild to translate the findings into product direction.viewing habits.
What we found: A balancing act, not a checklist
Consumers judged natural haircare against several factors at once rather than a single feature. Ingredients, scent, packaging and performance all had to work together, and shoppers were quick to notice when a brand leaned too far into any one of them at the expense of the others. Loyalty followed products that solved a specific problem memorably enough to become a moment worth repeating, rather than products that simply claimed to be natural.
The impact: From insight to concept
These findings shaped a set of product, packaging and messaging recommendations, including a framework Wild can use to assess future product ideas against performance, ingredient appeal, luxury feel, sustainability and clarity for consumers. The concepts developed in the workshop are now informing the relaunch of Wild's haircare line.
“Magenta ran a great workshop and shared very detailed insights. ”
NDP Manager, Wild
If you want to understand what would make a consumer choose your product over the one they already have, let's talk.