Beleza significa negócios.

Cosmetics are often considered a “low-involvement” product, meaning customers often spend little effort choosing between different products. In an age of cosmetic conglomerates rapidly reverse-engineering products, companies are finding that an emotional connection can be an effective way to build brand loyalty.  Loyalty is important because it can lower customer acquisition costs, which can be high in the beauty market.

We conducted ethnography with women aged 18-22 for a major global cosmetics company.

We shadowed women who used cosmetics daily and spent a considerable amount of money per week on cosmetics in order to understand their daily routines, shopping habits, and customer needs regarding cosmetics. The findings were fascinating and indicated that women mostly used cosmetics to satisfy functional needs, such as concealing blemishes and oily skin.  But the research also found a large opportunity to capture the emotional benefits of the product, such as bonding with other women.

Make up was an art satisfying needs for control, fun, self-expression, and confidence

Beyond the functional uses for cosmetics, an emotional connection emerges when both functionality and a positive usage experience are satisfied.  Make-up is overwhelmingly intertwined with social dynamics. Friends are often “influencers.”  Marketers need to treat friends as important influencers in the purchasing process, just as a cereal company considers children as influencers in the purchasing decisions of their parents.  Even though cosmetic addicts may “cheat on” their favorite product in euphoric shopping experiences, they consistently come back to products with which they have emotional connections.

Oportunidades para profissionais de marketing de beleza:

• Posicionar o cosmético como um cosmético “social”, para vincular a marca a associações positivas de mulheres estando com amigas
• A integração de aspectos sociais nas comunicações pode ajudar a construir uma conexão emocional com cosméticos de baixo envolvimento, como o Mascara
• Construindo uma interseção entre as emoções positivas de estar com os amigos
• Criar uma experiência social única em torno dos produtos, como festas e encontros entre meninas

Saiba mais sobre nossas soluções líderes de pesquisa de mercado de beleza.