Concept/use survey helped Cederroth modernise HTH

HTH is the lotion, which is named based on its function: Hjälper Torr Hud (Helps Dry Skin). It was a worldwide novelty when it was launched in 1968 and it has been a big player on the market ever since.

"However the competition on the market for skin lotion is intense and so HTH needs to be updated and modernised," says Eva Anderson, Marketing Manager at Cederroth International, one of the market leaders within groceries in the Nordic countries.

"We started out by mapping the market through an Internet based survey done by Zapera," says Eva. HTH was compared to the other great competitors. The target group was women aged 20-50, who uses skin lotion.

The survey revealed that HTH was a well-known brand and one of the strengths was their brand HTH (Hjälper Torr Hud). However HTH was perceived as too traditional and medical, and was not related to cosmetics.

Furthermore the survey showed an interest in the target group for buying a smaller version. Most of the women did not have problems with dry skin all the time – only now and then. There is a demand for a lotion that has a nice texture and makes the skin soft and smooth.

Next step was in an online survey to test some new HTH-concepts, chosen as a result of the mapping of the market. The interviewees gave their opinion of the concept and the packaging design.

The third step was an in-home test, where we sent out samples of the most interesting concept, HTH Balance, to 100 respondents, chosen randomly among the respondents from the concept survey.

The response rate was 92%. The result of the in-home testing was very positive. 3 out of 4 respondents found that HTH Balance fitted their skin type well or very well. 6 out of 10 found that the product exceeded their expectations. HTH Balance was not only perceived as more modern than before but furthermore it was related to cosmetics. The interest of buying was very high - especially in the target group: women who have dry skin now and then.

"The combination of concept and use testing is a very interesting tool because we can analyse the same parameters from both surveys," Eva Andersson says.

Source: Zapera News, Issue 23, October 2006