L'Oréal

: ombré hair kit consumer-focused product development to find new market opportunities

Abstract

This dissertation aims to understand the impact of Google Trends1 on L'Oréal product innovation process. L'Oréal started to use this online platform when saw a different look on celebrities, the ombré look2. Then, they decided to explore this new look on Google Trends, where they were able to understand that this topic was highly searched by female audience. More specifically, a way to apply the ombré hair at home, without needing to go to the hairdresser. Therefore, with all the insights taken from Google Trends, L'Oréal developed the first ombré hair home kit. Through this case, L'Oréal reinforced the idea that it is essential to be close to consumers to better understand what they are looking for, in order to be able to bring innovation to the company.
This thesis gives an overview of the implementation of this product, how it was received by consumers in Portugal and internationally, and how this product was important for a new cycle of innovation at L'Oréal.

Date of Award	9 May 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)