Understanding the Modern Makeup Consumers: Insights from a Groundbreaking Beauty Product Study

Our client is a diversified conglomerate with a strong presence across five key sectors: Pharmaceuticals, Beauty & Cosmetics, Food, Wellness, and Skill Development. It has long been associated with quality, innovation, and customer confidence. Since 1991, the group has developed a diverse portfolio and established market leadership in five major categories. With a workforce of over 1,500 employees and a profound commitment to improving lives, the company is now prepared to enter the minimal makeup category with a carefully curated product line.

As part of this exciting new initiative, the company is launching a new line of beauty products, including a blush and two lipstick versions, aimed at modern consumers looking for simple beauty solutions for both everyday and special occasions.

Before introducing the product, the company collaborated with MarketGenics.co to conduct an extensive consumer research study to better understand the changing needs, tastes, and expectations of makeup users in India.

Research Objective

The primary aim of the study was to gain insights into:

• Understand consumer profiles and their relationship with the makeup and cosmetics category
• Evaluate the appeal, relevance, and differentiation of the three new product concepts
• Gauge overall interest and purchase intent through live product testing
•  

Methodology: Qualitative Focus Group Discussions (FGDs)

The study comprised focus group discussions with working professionals who are both makeup users and decision-makers in the category. Current users of well-known products such as Sugar Cosmetics and Color Bar received special attention, ensuring that the evaluation was conducted by an informed and interested audience.

Phase 1: Warm-Up Discussions on Skincare and Makeup Routines

The initial round of discussions focused on respondents’ daily skincare and makeup routine. This included:

• Daily skincare routines – such as cleansing, moisturizing, and sun protection

• Everyday makeup preferences – light coverage, subtle blushes, and hydrating lip products

• Makeup for occasions – a shift towards bolder colors and more defined application

• Makeup application process – step-by-step insights into product usage and layering

• Makeup removal – essentials used and challenges faced, such as residue and skin irritation

These talks contributed to the development of a contextual framework for understanding customer mindsets and expectations.

Phase 2: Product Testing & Concept Evaluation

Following the initial warm-up, MarketGenics focused on the study’s key objectives: concept evaluation and real product testing. Participants were introduced to the new product line, one at a time:

• Blush: A natural, skin-like finish that users applied and evaluated for blendability and pigmentation.
• Sheer Lipstick: Praised for its lightweight texture and faint color, making it great for everyday wear.
• Bullet Lipstick:  Was evaluated for its powerful color payoff and suitable for special occasions.

Each product was discussed in detail, capturing spontaneous reactions along with evaluations of:

• Overall likeability and appeal

• Uniqueness in the current market landscape

• Relevance to personal makeup habits

• Willingness to purchase and use regularly

Conclusion and Way Forward

The study provided valuable insights into the changing beauty preferences of today’s urban customers, particularly working professionals who are active users and influencers in the cosmetics industry. MarketGenics used a systematic qualitative technique to collect several indicators, product usage behavior, and emotional reactions during live product testing.

The analysis revealed a sizable market opportunity for the new minimal makeup line. Participants not only considered the goods relevant and appealing, but they also exhibited strong purchase intent, owing to the range’s perceived skin friendliness and current look.

As the client prepares to offer these products to the market, the findings of this study will assist define their marketing, product positioning, and communication strategy. With a history of quality and a thorough awareness of modern customer expectations, the brand is well-positioned to reimagine everyday beauty with elegance and simplicity.