Relationship Background

Built upon the vision and creativity of its Founder, Shaun Pulfrey, since 2003 Tangle Teezer has grown from the seed of an idea, via Dragons’ Den rejection, to a hairbrush category creator and globally successful brand. Launchpad has supported Tangle Teezer on its growth journey since 2017 across every pillar of research from brand vision and tracking across multiple key markets, to product innovation and claims testing.

How aware are consumers of the Tangle Teezer brand across the globe? 

The Challenge

As the haircare manufacturer has grown out of the UK market into an internationally successful brand, Tangle Teezer has had an increasing need for global data to support its brand positioning, strategic priorities, and tactical marketing.  At the core of this requirement is a need to track brand awareness levels versus market competitors, assess market perceptions to ensure its comms are cutting through, and keep a finger on the pulse of emerging haircare trends across multiple markets. Tangle Teezer turned to Launchpad as its long-term market research and insight partner to provide a solution.

The Solution

In collaboration with the Tangle Teezer team, we designed a multi-market brand and market tracking study that runs annually to generate insights from the brand’s top 10 key markets. Using an online data collection methodology which is cost-effective, agile and speedy, we can easily reach the brand’s target customer across Asia, Europe and the US utilising our own internal panel, LaunchPilot, and global panel partners.

The Outcome

Detailed insights are presented in an overarching trends report which provides a clear understanding of the movement in key brand metrics year on year in the key growth markets. In addition, market specific insights are also produced to support Tangle Teezer’s in-market teams, giving them a nuanced view of brand awareness, perceptions, marketing effectiveness and haircare trends in their particular region to support decision-making and planning. The tracker provides an ongoing touchpoint that feeds into multiple departments from brand and comms to NPD.

We continue to support the brand by providing various research solutions to meet their varying briefs, including brand tracking, product testing and concept evaluation. 

Launchpad have been a key research partner for Tangle Teezer, and with their expertise they continue to help us drive the brand and product strategy. The team are incredibly knowledgeable, supportive and passionate about what they do and the clients they work with.

Sophie BryantHead of Marketing, Tangle Teezer