September 10, 2024
Q&A: How woods_ pioneered the ‘skinification’ of hair care
As woods_ copenhagen has now ventured beyond skincare into the realm of hair care, we had the opportunity to sit down with founder Martin Lyne and Brand Strategist, Marisa Anker, for a talk about the new launch. Together, they provide insights into the process behind the expansion, the development journey, and the collaborative efforts that brought the hair care collection to life. Join us in an exclusive Q&A, where they’ll shed light on the innovative brand’s evolution and the teamwork that drives it.
What inspired you to expand from skincare into hair care?
Martin: “The inspiration for this expansion stems from our deep understanding of the skin, which has been the cornerstone of woods_ copenhagen’s ethos. Therefore, this move felt like a natural progression for us, and extending our expertise from skincare to hair care was about addressing the evolving needs of our consumers. We wanted to bring the same holistic standards and innovative thinking from our skincare range to our hair care, fulfilling our customers’ self-care routines.”
How do you ensure that your products maintain the high standards and key values that woods_ copenhagen is known for?
Martin: “Our commitment to natural and organic ingredients as well as clean, eco-friendly formulas is at the core of everything we do. When developing our hair care line, we made it a priority to uphold the same rigorous standards that define our skincare range. We worked closely with leading Scandinavian hair experts and sourced the highest quality, naturally-derived ingredients, ensuring they met our strict criteria for purity and efficacy. Additionally, we always prioritize being mindful of the surrounding environment when formulating our products. We’d say this dedication is what sets us apart in the industry, as it ensures that our customers can trust in the authenticity and integrity of every product we create.”
Could you walk us through the timeline from the initial idea to the final product launch?
Martin: “The entire process spanned approximately two and a half years. From the outset, we knew we wanted to partner with leading experts who had a strong track record in developing efficient hair care products. The real challenge was found in adapting these high-performance formulas to meet the stringent standards of woods_ – maintaining their quality while ensuring high natural content and gentle formulas. Key milestones included finalizing the formulas, conducting thorough consumer testing, and finally, preparing our marketing and communication strategies to introduce the new collection to our customers.”
What strategies did you use to communicate the merge into hair care to your customers?
Marisa: “We introduced our hair care line with the concept of ‘skinification’ of hair care, which means treating the hair with the same care and importance as we do with our skin. A crucial aspect of this approach is the understanding that the foundation of healthy hair begins with a healthy scalp. To effectively communicate this, we educated our customers on the necessity of incorporating gentle yet potent ingredients into their hair care routine – paralleling their skincare practices.”
How did the different departments collaborate to make this launch come to life?
Martin: “It was truly a team effort, where each department brought their expertise to the table. The research and development team led the creation of hair care formulas that met our high standards, collaborating closely with Scandinavian hair experts. The Marketing & PR team crafted the ‘skinification’ concept into the launch and communicated it effectively while providing crucial feedback to refine our approach, keeping us up to date with customer needs. The Sales team strategized on market introduction to ensure a successful launch, while our E-commerce team optimized the online experience, integrating the new products seamlessly into our platform. The Graphic and web development team translated our vision into compelling designs that aligned with our brand identity.”
What role did customer feedback and marketing research play in your marketing strategy?
Marisa: “Before launching our hair care line, we conducted thorough market research and gathered customer feedback to shape our marketing strategy. We made sure our products met the highest standards of quality and effectiveness through extensive research and rigorous testing. A key part of this process was a detailed four-week consumer perception study involving 60 participants. This study provided crucial insights into how our products performed in real-world settings. The feedback we received helped us fine-tune our formulas and branding to better meet our customers’ needs and expectations. This evidence-based approach not only validated the effectiveness of our hair care products but also built a strong sense of trust and reliability with our audience and our new product category.”
The launch and meticulous work behind it showcase woods_ copenhagen’s unwavering commitment to innovation, collaboration, and customer well-being as it continues to grow. If you’re interested in joining a dynamic team that works to redefine the standards of the beauty industry, be sure to keep an eye on our career opportunities.
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