Duration

2 months (2018)

Tools

Paper, Google Workspace apps

Role

Researcher

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Under A Non-disclosure Agreement

Some of the details in this case study may be vague to protect the client's intellectual property.

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When we were asked to decode how people shop for HABA (Health and Beauty Aids) across Asia, the challenge wasn’t just about purchase behavior — it was about decoding rituals. What draws someone to a supplement shelf? What makes one bottle feel trustworthy and another feel… like marketing?

Challenge

Walk into any pharmacy or health store and you’ll feel it — shelves lined with promises. Somewhere between the packaging and the price tag, people decide what aligns with who they think they are… or who they want to become.

We wanted to understand:

• What role does packaging play in building trust in health products?
• How do ideas of wellness shift across generations?
• Why do some people shop by label, others by ingredient, and a growing number by vibe?

The real question was: how does health go from being something clinical to something cultural?

Approach

We started wide, then moved closer.