Project Description

“Uncovering insights on women’s anti-aging concerns and needs”

THE CONTEXT OF THE RESEARCH

Skin care, with particular focus on the premium European and American luxury brands, is a common area of research for UniqueView in China and with good reason. Despite a growing number  of brands coming into the market the large European and American brands still take the lion’s share of the luxury skincare market in China. However, the market is becoming increasingly competitive so the need for quality market research in China in this sector to understand consumers needs and preferences increases.

With this in mind, for this study, a European luxury, skin care brand asked UniqueView to conduct research for them to help assess created a new anti aging product they had developed which is based on a new insight on skin aging, specifically focused on anti-sagging / lifting to help replenish the loss of volume in the face. They were specifically looking to understand how they should position this product in the market and what the main promise of the product should be.

OVERVIEW

To meet these objectives UniqueView conducted  research spread over 2 phases starting with an online bulletin board for 16 participants over a week, followed by some in-depth phone interviews which were conducted with dermatologists to add some professional perspectives to the research. 

PHASE 1 – Bulletin Board

The exploratory stage of the bulletin board, as well as the concepts evaluation, had a specific purpose, which was to uncover as many insights as possible on women’s anti-aging concerns / needs / wants / beliefs that we could whilst the respondents were using the product.

PHASE 2 – Interviews with dermatologists

When it came to the expert interviews with dermatologists, we explore a number of topics including:

  • their patients typical profiles and various skin concerns
  • the role of the doctor and the relation between them and their patients including how they influence them
  • their views on women’s ideal facial beauty and how this changes over various age groups
  • their views on women’s needs when it comes to skin aging
  • the types of skincare they find most relevant to answer women’s needs, concerns and goals
  • their patients unmet needs and what ultimate skin care would be them
  • exploring their opinions on the specific issues the product from this study focused on addressing
  • how much of a need their patients find these issues to be and is the promised benefits something they actively seek
  • ways they specially express their concerns about this issue

CONCLUSION – Analysis and Reporting

UniqueView highlighted the strengths and weaknesses of the clients new product compared to competitors’ as well as helping our client understand their customers’, and potential customers, perceptions and expectations towards anti-aging and their new skincare product, along with their perceptions of what benefits they gained and what that means to them. UniqueView also helped the client understand the consumers’ perceptions and expectations towards the product and brand in general, taking into account different age groups, regions, and occupations.