Burt' s Bees Sun Care

Burt's Bees scientists were reformulating to comply with pending regulatory changes with their suncare formulation, when their progress was halted because of potential tradeoffs. Uncertain of how to proceed, I suggested a Kano study to better understand consumer and user must haves vs. nice to haves and unexpected delighters. This research was critical in determining which key ingredients to use in Baby and Adult sun care products.

We learned that there were varying degrees of tolerance for features of adult sun care products and baby sun care products. We also had a clear view of table stakes, delighters, and ingredients/benefits that didn't move the needle one way or the other. This allowed scientists to focus their efforts only on the key benefits for immediate formulations, while incorporating the delighters in to future product innovations.