P&G’s SK-II and VS Sassoon tap emotion in China

Low Lai Chow

When SK-II, a luxury skincare brand, and VS Sassoon, a hair care brand, sought to grow market share in China, they turned to emotional intelligence to rethink their product category.

FMCG giant Procter & Gamble isn't afraid to try new things, according to its Associate Director of Analytics and Insights for Home Care and Oral Care in Asia, Subhadra Sethuraman.

"As a company, we have been in the front seat when it came to adopting a lot of new behavioural approaches, be it in neuroscience or biometrics or several new analytical tools," she said at the recent QUAL360 APAC conference in Singapore.

Yet, she admitted, being bombarded with an ever-changing "new frontier" of new and shiny research tools in the market can be downright distracting. Which therefore begs this question:...

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