Consumer Preferences in Skincare: A Study on Texture and Fragrance Variants

Unveiling Surprising Insights into What Drives Moisturizer Choice Among Different Age Groups

Project Details

Client: Global Skincare Industry Leader

Timeline: 4 Weeks

Role: Market Research Analyst

Research Methods: Screening Surveys, Recruitment, Focus Group

Tools: SurveyMonkey, Excel, Google Forms, Slack

Client Brief

The client is conducting a focus group study to gather consumer feedback on a potential new line of moisturizer products with different textures (creamy vs. looser), all featuring fragrance. This study aims to assess consumer preferences not only between the current looser texture moisturizer already on the market and a thicker texture variant under consideration, but also to explore application methods, fragrance preferences, and other relevant factors. This information will inform product development and marketing strategy.

Research Questions

1. How do consumers perceive and evaluate moisturizers with creamy versus looser textures?

2. What are consumer preferences and concerns related to fragrance in moisturizer products?

3. What are the typical application habits of consumers regarding moisturizer products, including frequency and preferred application methods (e.g., fingers, spatula)?

Challenge

To explore consumer preferences and perceptions regarding texture (creamy vs. looser) and fragrance in moisturizer products, as well as investigate consumer habits related to moisturizer application.

Research Methodology

To achieve the research objectives, we will employ a combination of screening surveys, focus groups, and A/B testing. Screening surveys will identify suitable participants, focus groups will provide in-depth insights into consumer preferences and habits, and A/B testing will evaluate consumer responses to different moisturizer formulations.

Screening Surveys

Focus Group

A/B Testing

Screening Surveys & Participant Recruitment

Screening surveys are used to identify and recruit participants who match the client's specific target demographics and skincare habits. This ensures that the focus group discussions and A/B testing are conducted with participants who closely represent the intended market for the new moisturizer line.

Client’s Criteria:

The client has defined certain criteria for their target audience:

  • Age Groups: Between 25-34 and 35-44 yrs old.

  • Competitor Brands: Participants should currently use moisturizers from specific competitor brands.

  • Price Point: Participants should use moisturizers priced above $35.

Additional Participant Recruitment Steps

  • Phone Screener Calls: To gather additional information and verify the participant is fully qualified.

  • Participant Confirmation: Qualified participants are selected, and an email is sent to confirm their participation based on criteria alignment.

  • Schedule: Participants receive detailed information including session location, address, time, and any necessary instructions.

Focus Group

Six participants were selected and divided into two groups: adults (25-34 years) and middle-aged adults (35-44 years). The focus groups were designed to investigate consumer perceptions and preferences regarding the latest moisturizer products. Each group engaged in structured discussions led by a moderator, aimed at gathering qualitative insights.

Participant’s Skincare Routine:

All participants reported incorporating moisturizer into their daily skincare routines.

Adults (25-34 years): Generally used moisturizers once daily, often in the morning.

Middle-aged Adults (35-44 years): More likely to apply moisturizer twice daily, in the morning and at night.

Application Method:

Would participants prefer to use their fingers or a provided spatula for applying the moisturizer?

Participants were instructed to apply both the looser and thicker textured moisturizers using provided spatulas or their fingers. This setup allowed observation of their natural application preferences and provided understanding of their habits.

Adults (25-34 years): Generally satisfied with using their fingers, with a few expressing interest in spatulas for hygienic application.

Middle-aged Adults (35-44 years): Showed more interest in using spatulas to avoid contamination and ensure hygiene.

A/B Testing

During our focus group sessions, we'll conduct A/B testing to compare two versions of our moisturizer products: our current formulation and a new variation. By comparing these variations through A/B testing, we aim to refine our formulations based on consumer preferences for texture and fragrance.

Preferences between Product A and Product B

Age-Related Preferences: Insights and Implications

Adults (25-34 years): Preferences were evenly split between Product A and Product B. Those favoring Product A appreciated its lightweight texture and mild fragrance, making it ideal for daily use. Product B was preferred for its nourishing feel and long-lasting fragrance.

Middle-aged Adults (25-34 years): A majority preferred Product B for its richer, creamier texture and stronger fragrance, suitable for nighttime use and providing a sense of luxury. A smaller group preferred Product A for its compatibility with sensitive skin and daily routines.

Marketing and Product Development

The research has significantly influenced our marketing strategies and product development. By highlighting the distinct preferences of each age group, we can tailor our campaigns to emphasize the daily use benefits of Product A for younger consumers and the luxurious, nourishing qualities of Product B for middle-aged consumers.

Product A

Position as a daily essential for younger consumers seeking a lightweight, easy-to-apply moisturizer with a mild fragrance. Highlight benefits for those with sensitive skin and those preferring a lighter touch.

Product B

Market as a luxurious, nourishing option for middle-aged consumers, suitable for nighttime use with a more pronounced fragrance. Emphasize its effectiveness for dry skin and its luxurious feel.

Consumer Shift: Middle-Aged Favor Product B's Richer Texture

While younger adults showed mixed preferences between Product A and Product B, middle-aged adults predominantly favored Product B. This suggests that introducing Product B with its thicker texture and stronger fragrance could potentially attract a broader consumer base, particularly among middle-aged individuals seeking luxurious skincare options.