Our client is one of the diversified conglomerates with a formidable presence in five major business areas including Pharmaceuticals, Beauty and Cosmetics, Food, Wellness and Skill Development. It has always been linked with quality, novelty, and customer trust. Since 1991, the group has built a wide portfolio and market leadership position in five huge classes. The company is now ready to invade the minimal makeup category with a thoroughly selected product range.
The brand is launching a new line of beauty goods, including a blush and two lipstick varieties, as part of this exciting new endeavor. These products are targeted at contemporary consumers seeking straightforward beauty solutions for both everyday and special occasions.
The company partnered with MarketGenics.co before launching the products to conduct a detailed consumer research study with the view to gaining a better insight into the evolving needs, tastes and expectation of makeup users in India.
Research Objective
- Understand consumer profile and how they correlate 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)
Our researchers conducted focus group discussions among the working professionals who are users of makeup and decision makers in the category. The evaluation was performed in the presence of informed and interested audience, who are also users of other brands like as Sugar Cosmetics, Color Bar .
Phase 1: Introduction Warm-Up Activity about Skincare and Makeup Routines.
The first round of the discussion was based on the everyday routine of the respondents on skincare and makeup. This included:
- The routine, daily skincare, i. e. cleansing, moisturizing and sun protection.
- Daily skincare inclinations: light skincare, blushy blushes, and liquid lipstick.
- Occasions makeup - towards more vivid colors and stronger application.
- Application procedure process - step-by-step informative on how to use the products and layers.
- Makeup removal what is used and the difficulties, i.e. residue and skin irritation.
Such discussions led to the creation of a contextual framework to see the mindsets and expectations of the customers.
Phase 2 Product Testing and Concept Evaluation.
After the first preliminary, MarketGenics concentrated on the major goals of the study: concept testing and actual product testing. The introduction of the new line of products was carried out with the participants one by one:
- Blush: A skin finish of natural fix which was to be used and tested over with regard to its blushiness and pigmentation.
- Sheer Lipstick: It is a sheer texture lipstick with a light color, making it a good daytime lipstick.
- Bullet Lipstick: Was tested on the basis of its high-color payoff and special occasions..
Each product was discussed in detail, capturing spontaneous reactions along with evaluations of:
- General Credibility andattractiveness.
- Diversity in existing market environment.
- Diversion to personal makeup habits.
- Ready to buy and consume on a regular basis.
Conclusion and Way Forward.
The research has been helpful in understanding the emerging aspects of beauty among the current customers in the urban market and especially the working groups whose presence is a great force and may be considered an influencer in the cosmetics sector. MarketGenic applied a systematic qualitative approach in gathering a number of indicators, product usage behavior, and emotional responses in live products testing.
The analysis showed that there is a large market potential of the new minimal makeup line. Not only did the participants find the goods applicable and attractive, the desire to buy the goods is also strong, due to the perceived skin friendliness of the range, as well as, the modern appearance.
The results of this research will help in shaping their marketing, product positioning and communication approach as the client ready to offer these products in the market. The brand has a record of quality and a comprehensive understanding of the modern customer expectations, which is why they are in a strong position to rethink the everyday beauty adding elegance and simplicity.