Developing a new skincare product for ethnic-minority women

Published 28 May 2021 3 minute read

This global cosmetics brand wanted to garner evidence about the skincare concerns and unmet needs of women from ethnic minority backgrounds in order to scope the potential for developing a new luxury skincare product for these customers.

Our Solution

The team devised a comprehensive programme of work which included:

  • Ethnographic observations in stores: to map out the offer from the client’s brand and key competitors and to measure the amount of time ethnic minority women spend browsing for each key brand
  • Post-purchase interviews with ethnic minority women to find out what they bought, how much they spent, whether they found what they were looking for, their views on the service they received, etc
  • An online research community with a sample of the brand’s sales representatives who are themselves from ethnic minority backgrounds to draw on their extensive experience, greater sensitivity to and contact with ethnic-minority shoppers
  • An online research community with ethnic minority women to understand their skincare concerns and needs, product usage, spend on cosmetics, brand perceptions, etc.

The online qualitative research completed on Further’s platform, combined a range of methods, including surveys to get top-level information about usage and attitudes; blogs and group discussions to map out experiences and needs; picture books to capture photos of ethnic-minority women’s beauty bags and self-selected ‘top ten’ beauty products; projective techniques to delve into brand perceptions; MarkUp to gather reactions to advertising and packaging, among others.

The Results

Further made it possible to engage with ethnic minority staff and consumers across a wide geography and in a multifaceted, cost-effective, speedy and agile way. The findings identified a clear gap in the brand’s product range and suggested the development of a serum designed to address the most common skincare concerns of ethnic minority women. The online qualitative research also identified the key messages to support the marketing and advertising campaign.

 

Yours to keep

skincare

Discover our platform and services

Platform-only

The insight platform for online qual, research communities, digital diaries, ethnography and more.

Services & Support

A range of expert research services and resources to help you deliver your projects with ease, speed and reach.

Insight

Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.

Palmolive Colgate
Colgate-Palmolive

The engagement with the online community in China has been phenomenal. Our online activities and a product trial have been executed flawlessly.

We helped Colgate Palmolive better understand people’s experience of using skincare products in Asian markets

Read the case study
FTH001_Mother_2_children_tablet
UNICEF-Logo

Working with Further was a refreshing and eye-opening experience…...the qualityof their output which was excellent.

We helped Unicef generate insights to support the development of a mass market, sustainable fundraising product.

Read the case study
Zwift image
Zwift-logo

Strategically, Further’s insights provided clear and directional answers that will guide us through our next phase of growth

We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline

Goodwinsimon
Goodwin-simon

We frequently work with Further to explore our target audiences’ mindset on a wide range of complex (and often controversial) social and political issues.”

We help opinion research consultancy Goodwin Simon understand the attitudes and pinions of the US public faster and better than they previously did.

Linkedin image
Linkedin

With Further’s support, we developed a deep understanding of employees’ needs in order to create more effective and compelling L&D solutions

We helped LinkedIn engage with their employees to discover, create, evolve and iterate new Learning and Development solutions.

Read the case study
Keyhouse
Keyhouse

Further pushed us to clarify our assumptions and to think harder about how to communicate the value of our products and services.

We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer

Read the case study

What next?

Browse our site, download our resources, request a demo of our platform or speak to one of our experts

See our work
Request a demo
Book consultation