[article]
| Titre : |
What today's consumers want from personal care |
| Type de document : |
texte imprimé |
| Auteurs : |
Emma Gubisch, Auteur |
| Année de publication : |
2020 |
| Article en page(s) : |
p. 12-14 |
| Langues : |
Anglais (eng) |
| Catégories : |
Consommateurs -- Préférences
Cosmétique -- Industrie et commerce
Études de marché
|
| Index. décimale : |
668.5 Parfums et cosmétiques |
| Résumé : |
With consumers’ needs and expectations evolving at pace, it is important for the personal care industry to adapt and realign to meet changing priorities.
In this article we will look at recent research that gets to the heart of consumer truth to help drive focused, effective innovation that reflects what people really want from their personal care products.
Product development and marketing has always relied on consumer insight. However, in the digital economy, consumer sentiment can take a sudden turn that leads to lasting changes in demands and expectations. It has never been more important for personal care brands to keep up with what people want, then react intelligently, efficiently and effectively.
To get a handle on this dynamic landscape, we recently conducted quantitative and qualitative research with more than 2,000 British adults. Our aim was to drill down into the essence of what today’s consumers want from personal care brands. And some of the answers were surprising.
For instance, we anticipated that environmental sustainability would be on people’s radar. But our survey saw a huge majority (79%) say personal care and beauty brands should put more effort into manufacturing products in an ethical and sustainable way.
Overall, our findings indicate that consumers are looking for purposeful and personalised brand experiences and interactions. Running through all the varied demands and expectations is one common thread: a desire to 'find the products that work best for me'.
However, 'work best' means different things to different people. It is fluid, changeable and hard to define. It can relate to product functionality or practical factors like cutting down the time it takes to style hair or shave in the morning. It can encompass individuals’ environmental goals, such as reducing waste. And it also covers more nebulous feelings related to wellbeing or body image.
How can personal care innovation accommodate all of this ? Clearly, ingredients, formulation and chemistry will always be fundamental to products. But advanced consumer services driven by digital capabilities are moving up the agenda. Technology is now a significant factor in the ongoing race to achieve competitive differentiation and meet the needs of an increasingly demanding consumer. Brands that blend of-themoment consumer insight with technical and digital expertise as well as traditional scientific skills are likely to thrive. |
| Note de contenu : |
- What consumer want
- Which product works best for me ?
- The personalisation question
- Does it really work ?
- Make tech the enabler, not the driver
- Where next ? |
| En ligne : |
https://drive.google.com/file/d/1aaiWAjsGIiMLALx1Nbioh4luqBUYSNXw/view?usp=drive [...] |
| Format de la ressource électronique : |
Pdf |
| Permalink : |
https://e-campus.itech.fr/pmb/opac_css/index.php?lvl=notice_display&id=33945 |
in PERSONAL CARE EUROPE > Vol. 14, N° 2 (04/2020) . - p. 12-14
[article]
|
Aller sur edunet
Accueil
What today's consumers want from personal care in PERSONAL CARE EUROPE, Vol. 14, N° 2 (04/2020)
