How Pop-up communities has helped Tangle Teezer

Setting the scene

Mustard has used its “pop-up” communities to help the successful haircare brand Tangle Teezer launch several new products.

Tangle teezer context

The context

Mustard has worked with Tangle Teezer since 2014. Tangle Teezer is renowned as “the one that got away” from the investors of Dragons Den. Since then its growth and success has been phenomenal. Now exporting to more than 60 countries, and selling brushes every few seconds, the business was recently valued at more than £200million, and with an ever broadening range it is now an established haircare brand with a growing army of advocates around the world.

Several of the research projects we have delivered for Tangle Teezer included use of online forums (or pop-up communities) to assist with new product development and launch.

What we did

The continued growth and success of Tangle Teezer has, in part, been facilitated by its willingness to listen to consumers. Mustard has delivered programmes of qualitative research for Tangle Teezer to coincide with the development and launch of new products including paddle and radial blow-styling brushes, extensions brushes and specialist detangling brushes, including a new model for especially thick and curly hair.

Our online forums have allowed us to observe and understand haircare routines and behaviours. They have allowed us to understand current frustrations, unmet needs, challenges, pinch points and coping mechanisms. The online forums have each lasted up to 5 weeks, combining secure private videos diaries (with participants uploading videos of themselves using different products) and moderated group online discussions.

Tangle teezer results

The results

The online forums have helped us to better understand the audiences for each brush, and the language they use. They have allowed us to observe shifting perceptions from consumers first receiving test brushes, through to them using them and seeing positive results over time.

Ultimately our research has helped inform and finalise product design, and has helped inform positioning and communications for consumers and retail partners.

The response