Proofmakers in synergy with Repères for Décathlon

Hair color is one of the most demanding segments in the cosmetics industry. The extreme diversity of hair profiles, consumers' high sensitivity to color results, and the complexity of formulas to evaluate all make designing rigorous consumer tests in this category a true niche expertise. It is precisely in this category that Repères has established itself over more than twenty years as a trusted partner for the sector's leading players.
Whatever the objective - competitive benchmarking, formula renovation, or innovation - succeeding in a consumer test requires a tailored approach and expert support, both for at-home tests and in-salon evaluations.

Testing a product with young people - whether children or teenagers - always represents a methodological challenge: difficulty maintaining attention, biases introduced by overly standardized questionnaires… Yet capturing their genuine feedback is essential to help brands develop products that are both suitable and appealing.
At Repères, we have developed a specific approach based on emotional spontaneity, allowing us to get as close as possible to the real experience of these young consumers.

Augmented Preference Mapping (Prefmap): Leverage consumers' spontaneous feelings to go beyond simple liking.
Enrich consumer understanding, better connect with sensory data to improve Prefmap modeling.