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Contents

The group -who are they and what do they use?Beauty – Main aspects– What is beauty?– My daily regime– Shopping for my brands– Product Hierarchy

Skin Care– Expected benefits– Recommendations

Hair care– The products and brands I use

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The Group

Currently buy and use skin care AND hair care products personallyBuy skin and hair care products from department stores/ perfumeries/ speciality storesNB: They may also buy from other storesSpend more than £20.00 on skin care products in an average monthBuy hair care products at least twice a monthMainly buy premium skin care brandsN.B: may also purchase mainstream skin care brandsHeavy users of Hair care products (including shampoo, conditioner and styling products)Open to trying new products and brands

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The Group

Name Likes Age SEG Main Products used

Erica Stay at home mum with a 7 month old baby, her passion is Henry her son, she likes to travel and likes clothes and beauty products.

32

32

38

31

38

36

31

L’Oreal, NIVEA, Oil of Ulay, Benefit, Clarins, Dermalogica, Lacome, Molton Brown

Claire Works in the bridal business for men, her passion is travel and beauty products. She has two cats.

B

C1

B

B

C2

C1

Simple, Aveda, Benefit, Clarins, E’spa, Eve Lom, La Prairie, Lacome, Molton Brown, Origins

Lisa Has two children, is working a a teachers assistant at the moment. She enjoys shopping in Windsor particularly for clothes and visiting new places.

Boots, NIVEA, Clarins, Clinique

Emily Likes cooking, eating out and going to musicals, she has no family but would like to get a cat.

Body Shop, Boots, L’Oreal, NIVEA, Clinique, MoltonBrown, The Sanctauary

Sue Married with two children, five rats, a cat. She does not shopping, her knowledge of beauty products is very basic, most of her time is taken up with work, family and the house. She works with soft furnishings.

Boots, Clarins, Lacome, Roc

Kerstie Has three boys, twins who are 12 and an 11 year old who take up most of her time, she also has dogs who take up the rest of her free time

Johnson & Johnson, NIVEA, Clarins, The Sanctuary

Stephanie Works as a PA for BMW. She is single. B Boots, Garnier, Boots, L’Oreal, Oil of Ulay, Ponds, Aveda, Benefit

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What is Beauty?

My confidenceMy benefitHow I see myselfFor meThe person withinHow I feel about myself

“...makes you feel fantastic”

INSIDE

OUTSIDE • My outer beauty

• My look

• My portrait

• Looking after yourself

Feeling

Image

“...how you want to present yourself to

other people”

Women have a very holistic view of what beauty is: It's everything about ME – hair, make-up, clothes – and products to help them...

The inner and outer aspects of beauty influence each other: The real me is a balance of how I (want to) feel about myself and how I (want to) look to others

The real ME

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My Daily Regime

Women's daily regime is dictated by time pressure

Morning:10 – 20 minShower – teeth – hair (dryer) – moisturiser - make-up

Evening:Very quick routine 5-10 minutesTeeth – remove make-up – moisturiser

Weekends, special occasions:More relaxing, more time

Due to a hectic lifestyle, most take much less than half an hour in the morning to get ready.

Time is the big factor and it has to be quick.For going out, a longer routine is allowed, while weekends are more relaxing.

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Brand choice in skin care is very different from hair care.While most are prepared to spend heavily on the central face care products, expensive hair

care products do not seem worth to go beyond basic.

SkinTop brands– Estee Lauder, Clarins,

Clinique, La Prairie, Lancome, Chanel

Department/ specialty storesMore expensiveProduct/ brand loyalNo fixed budget, will spend as much as 'necessary'

“I have to make sure it feels

good.”

Hair• Mainstream brands

– John Frieda, L'Oreal, Herbal Essences

• Boots, supermarkets, online• Less expensive• Trying different products• Offers, e.g. Boots 3 for 2

When shopping, skin care is much higher on the agenda

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Product hierarchy

There is a clear hierarchy in terms of the importance of skin care products, and this is reflected in the amount of money they are willing to spend.

Anti-ageing is the main driver.

“Eyes – it's where your age

shows first.”

Body moisturiser

Eye care

Moisturiser

Cleansing/ toning

(look)

Hair

(products)

impo

rtanc

e

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Skin care product are used for their effect – measured by the look and feel of the skin.Good anti-ageing effects are only expected from the top brands.

RADIANT AND DEWY are key words here.

Important attributes:Anti-ageing effect (only credible for top brands)Has sun factorFor MY skin typeProven effect (“has to work”)

It is important how the skin feels and looks:IDEAL: smooth, radiant, dewy (“peachy”)Product must not be seen on the skinNice, healthy glowNOT: dry, greasy or dull; flat or spottySmell is important: Care products: almost no smell

(“bright, fresh) (especially face creams)

“dewy”

“radiant”

“If it's not for my skin type I will not try it.”

Product expectations for skin care are high – the perceived effect is most important

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Unbiased recommendations are very important reasons to try new products and brands. With expensive skincare, samples are crucial to make sure the product works and has no

negative effects.

Recommendations: Professionals (dermatologist), friends and family (mostly mothers)Influencers: celebrities, modelsExperience: brands used beforeSamples: very crucial!Awards, GMTVMagazines/ newspapers: editorials– Hello, Glamour, Sunday magazines

See something new in the shop (will ask for samples)Beautiful packaging (esp. cosmetics/ styling)

“If it's new you have to try it.”

“I have to make sure it feels

good.”

“Once bitten twice shy.”

Negative experience will keep me away from the brand

Most are open to but careful about new skincare products and brands

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Getting the right hair care products

Women especially always want to change the style of their hair, the colourhave a wave or straight and sleek

Women tend to regularly change their shampoos

• Don’t tend to stick to one brand• It’s hard to find the right product• You should change you shampoo regularly• Styling products are rarely the same brand as shampoo

and conditioner• Will try new products on their hair rather than their face and will

experiment with colours• Different styles for different occasions need different products• Each type of hair needs the right product• Especially important with curly, frizzy hair• Moisturising Shampoos important, leave in conditioner then serum• Fine hair products make curly hair go frizzy

“I want different styles for different

occasions”

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Why we buy

Recommendation or offer?

• Products that are on offer • Advice from hair dresser• Easy to use bottles important• Women tend to look for a product that smells good• Packaging plays a small part in there decisions• Like to shop at Sally's as “they help you choose the right product”• To match my bathroom!• If the conditioner is good they stick to it and buy the cheaper shampoo.• They go back to what they are used to• Says ‘Smooth’, ‘Shines’ or ‘Sleek’ on the bottle

“Smell is the most important

attribute”

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XPotential is a brand focused strategy consultancy that helps to align individuals, functions and organisations throughout the world to create and deliver Brand Value.

We work with some of the world’s biggest brands to deliver outstanding results. We orientate individuals and teams in the organisations to focus their responsibilities to deliver value to their most important asset - their brand. We are proud to have worked with over 30 companies in over 50 countries and touched tens of thousands of individuals, delivering some of their most impressive business results.

We do this through working closely with the leadership of organisations to develop Brand Centric Vision and Strategy through a deep understand of the challenges and opportunities for the Brands and the Company, the Brand Vision and the key audience for change.

We then design and implement a programme of brand centric change including communication, engagement, training and follow up. We have worked both cross functionally and also through specific areas including sales, supply chain, innovation, marketing, R&D, finance and HR.

Our Credentials

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