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

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.

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