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.
The team devised a comprehensive programme of work which included:
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.
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.