CELLULITE CREAM STUDY #6-96-01
PREPARED FOR: COLSON OUTDOOR LABS, INC.
CONSUMER RESEARCH FINAL REPORT

BACKGROUND:

Colson Outdoor Labs has launched a Cellulite Cream which reduces cellulite. This product differs from others currently sold in that it delivers faster and more significant results. To substantiate the product's point of difference from others and support its continued marketing efforts Colson ordered this independent home placement test to measure the product's efficacy and consumer feedback relative to its performance.

OBJECTIVES:

This research was designed to measure the effectiveness of the cellulite cream and its overall performance. Importantly, the research also gauged the product's success on several key attributes.

METHODOLOGY:

• One product submission (Product #6-96-01)
• The product was blind without any stimuli to heighten product expectations
• Monadic test, 6 week consumer home-use test
• Sample size: N=40 women who were between 25 to 55 years of age and had some degree of self-perceived severity of cellulite to one, or all of the following body areas: thighs, hips, upper arms, inner knee, abdomen.
• Home use test spanning the following time intervals at which point respondents met an appointment. time at Capricorn's facility and test administrator took measurements.
• Baseline (starting late June 1996)
• After 2 weeks
• After 4 weeks
• After 6 weeks (end of July 1996)
• Measurements were taken by the same test administrator to keep them consistent. At the baseline reading test monitor recorded exact place where future measurements will be taken (i.e., 6 inches above the knee line, 3 inched above the elbow, etc.). The results of the four measurements are illustrated on the enclosed measurement graph.
• Respondents were allowed to use the test product on any number of body areas where they felt they had a problem of cellulite. However, measurement and pictures were confined to one specific area if the product was used on several locations. The body area selected was determined by the test respondent and recorded by the interviewer. A self-administered questionnaire was completed by each of the 40 respondents in advance of measurement in order to avoid or influence their answers. The questionnaires were completed at three levels: after weeks 2, 4, and 6. The question areas covered the following: overall rating, appropriateness; efficacy; self-perceived rating of cellulite reduction; product ratings on aesthetics pertaining to acceptance and strength of scent. Additional questions were asked after week 6 to determine the respondent's overall purchase intent, their own comments supporting their purchase intent, their own comments about product likes and dislikes; and whether, or not the product met expectations and if not, why not.

CONCLUSIONS:

From the vantage point of actual product efficacy the product delivered some degree of cellulite reduction in 30 of the 40 women. However, the range of loss was from .5 to 2 inches over the entire 6 week period. Importantly, the higher inch loss is traceable to those women who had more cellulite to begin with, thus producing a more dramatic result. Furthermore the lower range of loss was still encouragingly promising since the loss occurred to the upper arm area and contributed an effective and dramatic result that was somewhat pleasing to the participating women.

It is important to mention that although certain women did not receive cellulite reduction equal to other women, their impression of the product was still favorab1e in terms of its aesthetic properties, For example, the product's ability' to moisturize the skin, ease of spreading, scent, texture, absorption: comfort, and even scent though to a lesser extent. All improved over the six-week duration of use.

SUMMARY OF THE FINDINGS:

This data reflects a favorable reaction to the product by approximately more than half, of the participating panelists:

• 20 of 40 women declared that they would definitely/probably buy this product;
• Almost two thirds (24 of 40) stated that the product met their expectations;
• The product was rated high on its aesthetic properties;
• The product efficacy remained constant over time.