Consumer Healthcare | Case Study

Mentholatum Secures New Customer Distribution and Product Innovation with Virtual Community Focus Group

As a brand that’s been around 125 years, Mentholatum understands the need to innovate in order to preserve the trust it has built with families for generations. Mentholatum’s VaporDuo product used Vesta to capture key insights from real consumers with a community-driven virtual focus group.

With Vesta’s engaged online community panel and always-on technology, virtual focus groups helped Mentholatum gain rich, qualitative results on a faster and less expensive timeline than traditional focus group studies.

Scroll down to see how Mentholatum used insights to power key brand initiatives


Week Turnaround for Results

100 +

Actionable Insights Delivered to Brand

1000 +

Qualified Participants


Segmentation Types Studied - Brand Users & Category Users


Focus Group Attendees

Key Conclusions and Use Cases

Presented to Sales Team to Support Sell-in at Key Customers

Mentholatum was armed with valuable insights related to consumer purchase behavior to help deepen existing retail partnerships while also facilitating new relationships and securing further distribution. These insights were specifically used to help achieve distribution at Dollar General stores.

Shared with Innovation Team as Part of Messaging and Packaging Evaluation 

Through specific trial & usage feedback, Mentholatum accumulated numerous ideas and suggestions to attract consumers through product packaging, design, and overall messaging of brand benefits.

Used by Consumer Insights Team to Determine Competitive Claims and White Space

In a competitive market, Mentholatum was able to laser-focus on its strong differentiators in the space to maximize market dominance.

Here is what they say…

“The insights we captured from our virtual focus group with Vesta empowered our brand with insight to achieve new distribution in Dollar General stores. We gained key learnings around product usage and trial, purchasing behavior, and packaging design. In doing multiple insights studies with Vesta, their team spearheads projects and delivers timely and valuable results for our brand.”