Four findings that shaped the launch decision
A trusted personal care brand exploring an extension into baby care
Bloom is an established D2C personal care brand known for cleaner ingredients, transparent formulation, and products designed for sensitive skin, with existing equity among urban, educated women, many of whom are also entering motherhood.
The baby diaper market is dominated by large incumbent brands, and parents do not switch easily once they trust a product. Before investing in product development and launch planning, Bloom needed consumer evidence on which proposition had the strongest foundation.
Four questions the research was designed to answer
A framework designed to look beyond stated purchase intent
In baby care research, purchase intent can be overstated because parents naturally want to appear open to products that may benefit their child. Flickly's evaluation framework looked beyond stated intent and placed more weight on believability, relevance, feature fit, and direct comparison.
Concept evaluation
Each respondent reviewed both diaper concepts independently before comparing them directly, surfacing genuine preference beyond first impression.
Composite scoring
Concepts were assessed using a balanced framework covering purchase interest, believability, feature relevance, and distinctiveness, not stated intent alone.
Feature-to-priority mapping
Selected features were compared against each mother's own stated diaper purchase priorities to test genuine fit, not just appeal.
Target audience screening
The study focused on expecting mothers and new mothers in major metro markets who were aware of the Bloom brand.
Skin-Safe won the comparison, but the more important finding was why
- Skin-Safe won direct preference at 42.2% vs 34.3%, holding up better once mothers compared both propositions side by side.
- 38.2% of Skin-Safe intenders chose it because it addressed a real concern, safe materials and skin comfort, making the intent more durable.
- Ingredient uncertainty was the clearest category gap, cited by 44.3% of current diaper users as their biggest complaint.
- Expecting mothers responded more emotionally to Zero Irritation, while new mothers found Skin-Safe more practically relevant.
