Woman in pharmacy with Mentholatum logo

Case Study

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

Top Use Cases


Consumer Insights



Consumer Healthcare

Keep scrolling to see how Mentholatum used insights to power brand initiatives


Week Turnaround for Results


Actionable Insights Delivered to Brand


Qualified Participants


Segmentation Types Studied – Brand Users & Category Users

With TINT’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.

The Challenge:

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 TINT to capture key insights from real consumers with a community-driven virtual focus group.

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

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.

Woman shopping at pharmacy with focus group feedback
Woman at white board with focus group feedback

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.

Marketing executives at meeting with focus gorup feedback
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