Qualitative Consumer Research and Planningkairosconsumers.com/attachments/010_Kairos...

Kairos Learning 01.1: CosmeticsApril 2010

Qualitative Consumer Research and Planning

“The globalconsumer

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Kairos Learning 01.1: Cosmetics April 2010

3 Kairos Learning 01.1: Cosmetics April 2010

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Are you looking to enter a new market?

Do you plan to launch a new product?

Would you like to take a closer look at organic purchasing factors?

Do you want to know which product claims, ingredientscertifications are most relevant to cosmetics consumers?

Are you taking a closer look at cosmetics supply chain?

If any of these scenarios are relevant to your business, know thatKairos Consumers has a solution to meet your needs.We specialize in managing diverse consumer and B2B research projectsfrom inception through implementation.

Examples of clients and partners:

• CPG / FMCG manufacturers• Retailers• Professional associations• Market research companies• Advertising and marketing agencies

Kairos Learning 01.1: Cosmetics April 20104 Kairos Learning 01.1: Cosmetics April 2010


Kairos Consumers designed an independent study to take a close look atthe natural and organic market in the U.S. (Kairos Study #01). Areas of exploration included product segments (yogurt, fresh produce,and cosmetics), retailing, consumer profiles, purchasing factors, and trust.Findings from the Kairos Study, completed in April 2010, were publishedin a series of Kairos Learnings complete with consumer insights and analysis.

Kairos Study 01: Natural and Organic Market in the U.S. Kairos Learning 01.1: Cosmetics Kairos Learning 01.2: Fresh Produce Kairos Learning 01.3: Yogurt Kairos Learning 01.4: Retailing

To receive any of the Kairos Learnings or for more details regarding how Kairos Consumers could work with your company, please visit:

www.kairosconsumers.com

or contact us at:[email protected]

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Kairos Learning 01.1: Cosmetics


Contents

• Objectives and Methodology• Product safety: What makes a product safe?• Ingredients: Do you look actively for “good” and “bad” ingredients? • Factors influencing cosmetics purchasing: Effectiveness vs. product claims• Packaging and labelling: How does a natural cosmetics product look? • Trust in organics: Do you trust the label when it says “organic”?• Summary


This Kairos Learning focuses on Cosmetics and its objectives are:• To explore cosmetics purchasing factors• To gather input relating to in-store positioning, pricing, promotional material, packaging and product labeling • To determine perception of organic cosmetics and finally,• To measure the extent of consumer trust with regard to both product ingredients and certifications

Methodology:• Secondary research• Store audits in mass and specialized channels• Online focus group (time extended, with multimedia sharing capabilities) - Customized discussion guide outlined hot topics - Participants logged on to interact with moderator and one another over four days

SAMPLE QUESTION AND RESPONSE

Participants:19 females, primarily ages 35 - 45, based in the US

Cosmetics Objectives and Methodology

Technology platform developedand operated by 20/20 Research


Product safety:What makes a product safe?

“Safe” cosmetics are: Known natural brands with expansive distribution “Free of ____” (parabens, dyes, chemicals) Products that friends recommend, but also: Premium

“I look on the Skin Deep cosmeticsdatabase. I also go with brands that I already

believe to be safe (Burt's Bees, Jason).”

- Focus group participant

“I look at the ingredients. I avoid parabensand other chemicals …I look to see if products

have been tested by independent labs andorganizations to deem it safe.”


• You are what you eat...makeup is different: Consumers who regularly purchase organic food generally place less value on buying organic in cosmetics

• Clearing house lacks: Participants did not come close to a consensus regarding a central body or certification for cosmetics products that equated to safety

• Results still matter: Vanity prevails over safety for the results-oriented cosmetics consumer

Insights & Conclusions

“I haven't actually verified that the moisturizersI use are safe. I depend on the reputation of

the company - such as skinCeuticals or NeoCutis.Because they are expensive and reputable,

I deem them as safe.”



Ingredients:Do you look actively for “good” and “bad” ingredients?

“Bad” typically correlates to chemicals Participants express confidence in specific retailers and brands when discussing cosmetics with “good” ingredients Buying natural cosmetics or products “free of” certain ingredients has a positive emotional benefit for some consumers

surveyed

• Harm more promoted than good: Consumers show greater awareness of “bad” ingredients and less confidence in stating what “good” ingredients are

• It’s all in the name: Retailers and brands with credibility in the naturals arena already have the trust of consumers as product lines expand, suggesting an opportunity for organic additions


“Ingredients are very important, though it really depends how I feel about myself [in terms of] how strict I am [regarding ingredients]…

I can tell if the ingredients are “good” or “bad” only by what I know, and amconstantly doing research. So I could be wrong, but I go with what I’ve learned.”


“Parabens are bad. I guess I don’t know what are good ingredients!”


“I look to see what’s NOT there mostly. The more it says what it doesn’thave the better I feel. “



Factors influencing cosmetics purchasing:Effectiveness vs. product claims

Factors driving cosmetics purchases, based on focus group responses

Packaging information and marketing claims made by eading organic cosmetics manufacturers

• Consumers show some ingredients awareness but claims requiring translation do not resonate• In skin care, correct trumps protect: Benefits many not equal results for the conventional cosmetics consumer considering organics; active ingredients remain the priority



• “Natural” is artificial: Based on not only packaging perception but general consumer confidence in natural claims, the word “natural” remains a nebulous product descriptor rather than a premium branding element• Natural credibility comes with mainstream distribution: Trusted brands like Burt’s Bees, Aveda, Dr. Hauschka, Kiss My Face and

California Baby have prominent - rather than niche - shelf space


Packaging and labelling:How does a natural cosmetics product look?

“Basic” categorizes participants’ perception of both natural and organic cosmetics packaging Plants on packing = “good” natural (no chemicals) however Idea of all-natural as conveyed by packaging may also = ineffective

“I think natural cosmetics looks less “showy” than other more popular makeup brands. Typically there is some type of

plant on the label and maybe a recycled bottle or label.”


“When I think of natural cosmetics the three words that come to mind are: ineffective, cheap and not fashionable. I feel like they look hippyish - not sleek and cool like normal cosmetics.”



Organics = naturalOrganics may have little added value or differentiation to consumers, particularly with regard to cosmetics versus food

• Certified organic cosmetics?: Participants tended to associate the USDA Organic label only with food, however...• Legitimacy of “organic” remains intact: Based on participant responses, certified organic classification has credibility, although education is needed


Trust in organics:Do you trust the label when it says “organic”?

“[I don’t pay attention] but I do pay attention to the logos that represent that it wasn’t tested on animals

and that it is made from recycled materials.”


“I think organic = natural. however there is a market for the word organic and it probably adds value if the

word is printed on the product.”


“I do trust when a product says ‘organic’ more than if it said “natural.“… I would recognize an organic product

by the word “organic” or a stamp of approval.”


Organics > naturalOther participants indicated that originof ingredients and certificationsdifferentiate - and add value - to organics

Organic must competeEnvironmental claims and animal cruelty vie with organic claims for consumer trust


Summary

Effectiveness matters, even to organic consumers:This claim in the most blatant sense does not figure prominently in organic skin care product information, with claimsinstead leaning toward restoration and balance. Consumers who habitually buy organic food products seek cosmetics that claim to work, particularly with regard to skin care

Premium mindset calls for premium product:For organic and natural cosmetics to resonate with premium consumers, premium price points must be justified bynot only ingredients but packaging and effectiveness claims

Safe, good, and certified are not straightforward:Definitions of what constitutes product safety, “good” ingredients and organic certification vary significantly

About this Kairos StudyParticipants were able to interact with the moderator as well as with one another at their own convenience and from the comfort of their own preferred setting, allowing for greater depth in responses. In addition to cost savings andtime savings, an online consumer study allowed for innovative techniques (such as logo comparison and image sharing) and resulted in more content than possible during a conventional, face-to-face focus group.

Technology platform developed and operated by 20/20 Research


About us


Kairos Learning 01.1: Cosmetics April 201016 Kairos Learning 01.1: Cosmetics April 2010


Betsy HoagProfessional Background

• JWT - Strategic Planning• Hamilton Communications - Account Management• Euromonitor International - Consulting• Chicago White Sox - Marketing

Academic Qualifications • MBA in International Management, Thunderbird• BA in French and English, Vanderbilt University

Com

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Kairos Consumers is a consumer research unit founded by Betsy Hoag and Katerina Makatouni, who have a combined 20 years of experience in the areas of market research, consumer research, marketing and strategic planning.

Katerina MakatouniProfessional Background

• Euromonitor International - Consulting• Euromonitor International - IMIS• Organic Monitor - Research Analyst• European Commission

Academic Qualifications• PhD in Consumer Psychology, Reading University• MA in Marketing Management• BA in European Studies and Political Science


Contact us

Kairos Consumers 1836 W. Superior, Unit 2Chicago, IL 60622USA

Website: www.kairosconsumers.com

Contact: Katerina MakatouniTel: +1 312 576 5184Skype: katerinamakatouniEmail: [email protected]

Contact: Betsy HoagTel: +1 773 203 3356Skype: elizabeth.hoagEmail: [email protected]

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