Consumer Behaviour - The Missing Piece of the Product Formulation Puzzle
The devil is in the detail when it comes to understanding
consumer beauty preferences. Knowing how many steps are in Asian face cleansing
or how Africans style their hair opens doors to
some powerful growth opportunities.
Our beauty research focuses on key markets which present
powerful growth opportunities
for the industry. We intensively
track consumers in these markets as they are critical to the fortunes
of hair and skincare companies which want to increase sales globally.
and global facial skincare
two such markets. They are important due to the
of buyers involved, the young populations which
guarantee a strong consumer base
for many years and/or buyers' per capita spending. These - many, many millions of
hair and facial skincare buyers want products
which slot into their particular beauty regimes and deliver the outcomes they value.
A major opportunity for the industry is that these consumers
in terms of products and services bought. This level of
overspending on beauty is a result of a number of
cultural factors the principal one being that a certain look is
at a premium in ultra appearance conscious societies. Achieving the
desired appearance demands a significant extra investment in money and time and effort.
The only commonality of these markets is that they are all
different. Consumers conceptualise beauty in a different way
their counterparts in other regions and - in some cases - even to
their direct predecessors. As a result,
their behaviour (i.e., the daily and weekly hair and skincare rituals and practices) is
poles apart from traditional or legacy beauty. Companies must
tweak their product formulations according to these markets because
consumers always prefer products customised for their own regimes.
In our global beauty reports, we present these hair and skincare
- the specific actions and steps which deliver the desired beauty outcomes. Our analysis is based on face to face interviews with selected beauty marketing channel experts in each country. All discussions are conducted in the
expert's own language or dialect more than 25 languages alone in just
10 African countries - to find out consumers' actual behaviour.
The interviews must be and are in depth because the devil
as always - is in the detail.
What does skin cleansing entail in Japan? Why (two) cleansing steps?
What is African hair styling? A difference between relaxing and straightening?
It is the nuances of consumer behaviour which explain the reasons
for product preferences
. No assumptions can be made about product
(e.g., liquid, treatment) categories, no definitions of beauty
(e.g., a blemish) terms accepted at face value.
All these consumer behaviour findings and
analysis are published in our global reports.