WOW Skin Science Apple Cider Vinegar Shampoo : Current Amazon Rating : 3.

Voice of Customer : No. of comments : 100. 10% is packaging complaint

Packaging Product

● Hair becomes tangled and sticky that you

● Pump bottles are pathetic
● Nozzles broken
● Bottle is weak, pump broken
● Packaging is very bad and the bottle got
leaked and shampoo spilled. The bottle
quality is bad it is made up of bad plastic
My Suggestion is to BUY 300ML DON'T
GO FOR 1L BECAUSE OF CHEAPER PRICE
can't comb it properly. It doesn't give
foam. It smells bad.
● No dandruff control, hairfall and also
observed hair brittle.
● Not for who have dandruff
● Very dry, harsh , hairfall
● The texture, consistency, smell and color
of the shampoo is completely different
from that which I purchased on the
official WOW site. The texture was more
like a conditioner but not a shampoo. Not
sure if this is an original WOW product. I
have experienced more hair fall after
using this shampoo

● Makes hair look like it has been oiled

Improvement Points from R&D :

1. Ph level - Should be closer to 5.5

2. Improve washability / rinse off
3. Improve Conditioning - restoring the moisture
4. Foaming ability
5. Ease of combing / (wet and dry comb )
6. Spreadability of product on hair and scalp
7. Packaging (from supply chain)

Overall experience of product and packaging.

What do we plan to do?

1. Add humectant film former for long lasting moisturization like Keratin , Stearamidopropyl
Dimethylamine
2. Increase conditioning agent like Panthenol, Sodium PCA
3. Reduce viscosity little bit
4. Add some gums for hydration and sealing in moisturizer.
5. Alterations in packaging (to be led by supply chain)

Test : Consumer trials : Selection of consumer on basis of : Blind test between current formulation, new
and improved version:

1. Gender : Both Male and Female

2. Age group : 25-35
3. Hair length / types of hair : All hair types including chemically treated.

Blind test : No of consumer : 20 to 30

WOW Skin Science Onion Shampoo for Hair Growth and Hair Fall Control : Current Amazon Rating :
3.8

Voice of Customer : same as ACV shampoo

Packaging Product

● Not control hair fall

● Product is okay but the pump of this
bottle is of very bad quality. After first ● Makes hair dry, frizzy not control hair fall
use, its pump came out and now it's of no
use. ● Makes hair sticky

● The pump of the bottle came out in a few ● Not cleaning properly
days only. Now I have to use it without
the pump.
Improvement Points & How ?

1. To add actives for hair fall control

2. Add humectant and film former for long lasting moisturization
3. Removes claims like hair growth , Onion Shampoo with black seed oil helps to revive your
tiredness resulting in strong & lustrous hair.
4. Change in packaging

Test :
Consumer trials : Selection of consumer on basis of :
1. Gender
2. Age group
3. Hair length / types of hairs

Blind test : No of consumer : 20 to 30

WOW Skin Science Brightening Vitamin C Face Wash : Current Amazon Rating : 4

Voice of Customer : 2 % consumer complaint

Packaging Product

The face wash is too thin in consistency. It is ● Darkening of skin

supposed to be packed in a bottle. Keeps leaking ● Acne
from the tube. ● Rashes
● Bad experience / bad smell
● Gives you small rashes sometimes all over
your face. Too fragrant and stings eyes
badly.
Improvement Points & How ?
1. Need to do micro testing first to check for microbes in the product.
2. Need to check Raw material effectiveness
3. Confusion between vit c foaming face wash vs face wash in tube

Consumer trials : Selection of consumer on basis of :

1. Gender
2. Age group
3. Skin type

Blind test : No of consumer : 20 to 30

Update on Shampoo Trials :

Update on shampoo trials :

1. Enhance overall product experience, namely wet and dry combinability.

2. Resolve tangling problems

a. Stearamidopropyl dimethylamine
Removes dirt build-up from the hair. It imparts a soft and silky feel to the hair, making it easier
to comb through.

How : It possesses a positive charge which can help offset the negative charge from
shampooing the hair

b. Methoxycinn Amidopropyl Behentrimonium Chloride

Due to its cationic nature, it gets adsorbed on the hair surface and smoothens disrupted
cuticles thus improving sensorial properties of hair.

c. Sodium Lauroyl Lactylate

Foam booster, stabilizer, skin feel enhancement and can also be used as a secondary
surfactant.

Humectant combinations used :

a. Sodium PCA
b. Betaine

Combinations of cationic conditioner

a. Polyquaternium 10 and Guar Hydroxypropyltrimonium chloride

Enhanced wet and dry combing
Frizz control

b. Polyquaternium 73 :
Film former
Anti static
c. Polyquaternium 7
Imparts slips and lubricity
Consumer Trial :
Before :
 Results :

WOW old Vs WOW new

Subject 2 :
Bblunt Vs WOW New