Brand & Challenge
Glamrdrip sells premium dip powder nail kits between £80-100. They compete against cheap Amazon brands (£20-35) and other premium options. Every brand in the space claims "salon quality at home." The customer has heard it before and probably tried a cheap kit that failed. The question: how do you justify premium pricing in a market full of identical claims?
Research Process
Reviewed 200+ customer reviews from Amazon, Trustpilot, and the brand site
Read through 15+ nail subreddits and Facebook groups for unfiltered customer language
Analyzed 10 competitors across three price points (£20-35, £50-70, £80-100+)
Documented 30 customer desires and 30 problems, ranked by frequency and urgency
Tracked common failure patterns from women who tried cheaper products first
Mapped customer awareness levels from unaware to loyal repeat buyer
Key Findings
1. Cost savings open the conversation but don't close the sale
Customers already know salon visits are expensive (£720-£1,560 per year). That's not the barrier. The actual barrier is "can I do this myself without ruining it?" Cost gets their attention. Proof that it's doable gets them to buy.
2. Women who already tried cheap kits are the easiest converts
First-time buyers are harder to convince. But women who bought a £25 Amazon kit six months ago and had it crack or cause a reaction? They already know they want to DIY. They already know cheap doesn't work. They just need something better.
3. The main purchase barrier is fear of their own ability
Common phrases: "What if I mess it up?" "I'm terrible at nails" "This looks complicated." It's not skepticism about whether the product works. It's doubt about whether they can make it work. The solution: show it's easier than it looks, provide support resources, offer a money-back guarantee.
4. "Dip flu" matters to a specific customer segment
Some women have had allergic reactions to PMMA powder in cheap kits. They actively search for "dip flu" and avoid products with PMMA. Glamrdrip uses PEMA powder. This isn't the main message for everyone, but for women who've had reactions, it's the deciding factor.
5. Four distinct customer types buy for different reasons
Cost-focused: tired of salon prices, want same results for less money
Health-focused: concerned about nail damage or chemical reactions
Independence-focused: want control over their schedule, enjoy DIY
Quality-focused: already tried cheap options, know they need to spend more
Each type has different pain points and needs different messaging.
Frameworks Applied
Market sophistication analysis: Level 3-4 (customers know the mechanism, skeptical of claims) Awareness level mapping: five segments from product-unaware to loyal customer
Avatar development: four customer profiles based on primary purchase driver
Desire ranking: 30 desires ordered by urgency (cost savings, nail health, schedule control)
Problem ranking: 30 problems ordered by urgency (nail damage, wasted money, time constraints)
Angle development: 25 hooks across five emotional triggers (fear, cost frustration, health, independence, social proof)
Deliverables
60-page research document with customer language, competitor analysis, and segment breakdowns
30 ranked desires + 30 ranked problems using exact customer phrasing
5 complete ad concepts for different customer segments
Objection-handling system covering 15 common purchase barriers
Hook library with 25+ variations ready for testing
Competitive positioning map showing 10+ competitors on quality vs. price
Messaging hierarchy: lead with cost savings, follow with proof/support, close with health benefits
Results
Research identified the conversion formula: cost savings (attention) + nail health (trust) + independence (desire) = highest converting message order.
Found that women who tried cheap Amazon kits first are lowest-hanging fruit. They have buying behavior proof and understand the problem. Strategy focused on this segment first.
Identified that community support and money-back guarantees remove the main barrier (self-doubt about ability), which matters more than product feature lists.
Recommended authentic user-generated content over polished production. Trust matters more than perfection in a skeptical market where everyone makes the same claims.
