For sunscreen designed for use on the go, packaging is central to the experience of applying it. A global cosmetics company wanted to understand which new packaging concept would work best for consumers in Thailand and Indonesia.
The Task
Plum was tasked with evaluating several prototypes, exploring their suitability for sunscreen and ease of application. The aim was to identify a clear direction for the launch, grounded in how women in these two Southeast Asian markets approached skincare and sun protection.
The Approach
We conducted four focus group discussions across Bangkok and Jakarta, placing prototype evaluation within a broader conversation about women’s skincare routines.
The first part of each discussion explored the products women used, how they perceived skincare, and the role sunscreen played in their daily lives. This established the context in which a new pack would need to make sense and earn a place in their routine.
In the second half, we introduced the sunscreen packaging prototypes and explored consumers’ reactions and preferences. We examined how suitable each felt for sunscreen, how easy it appeared to use, and how well it supported the intended on-the-go application.
The Outcome
The research identified a winning prototype for the client to take forward for its new sunscreen launch. It also explained the consumer preferences behind that choice, giving the team a clear basis for its packaging decision.
By connecting reactions to the prototypes with everyday skincare habits in Bangkok and Jakarta, we helped the client shape a packaging direction grounded in the needs of consumers in both markets.
