lancome natural skin care product extention analysis
DESCRIPTION
TRANSCRIPT
Ethos Global Consulting
Lisa Lei Asfiya Taji Cherry Wang Yun Zeng
Perception of Lancôme
Brand
Launching Natural Skin Care
Preference for Natural
Night Creams
Willingness to Purchase
Ages between 20 and 55 Females only
Wide range of income
U.S only
College educated
Overall Survey Sample 106
Age Gender
Income Education
Location
Usage4 or more skin care per day
3 or less skin care per day
“Who’s that girl?”
30 years
College educated
Mostly healthy lifestyle
Believes in using healthy and natural
products for face
In her free time, Kelly likes to…
Travel Shop
Read
Surf the Internet
Watch TV
Offer 100%
natural products
Offer her ideal night
cream
Reach her where she shops for creams
Advertise where she is likely to
notice
Attract her the way she
likes
What to offer?
How to offer?
What to Offer?
Offer her ideal night
cream
Reach her where she shops for creams
Advertise where she is likely to
notice
Attract her the way she
likes
Offer 100%
natural products
100% Natural
60% Natural
30% or Less Natural
0.000 0.050 0.100 0.150 0.200 0.250 0.300
0.253
0.132
0.000
CA – Utility for natural night cream
63%
33%
4%Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Strongly disagree
82%
18%YES
NO
What you put on your face should be healthy and natural
Do you have a preference for night creams with natural formula?
Perceptual Map – Weakness of Lancôme
Launch a Night Cream with 100% Natural Ingredients
Night Cream
100% Natural Ingredients
Pûre
Offer 100%
natural products
Reach her where she shops for creams
Advertise where she is likely to
notice
Attract her the way she
likes
Offer her ideal night
cream
How often do you buy night cream?
Once in 3 Month
31%
Once a Year19%
50% Once in 6 months
How much do you spend on a night cream per purchase?
Price $20-30/1.7 fl oz
Price $40-50/1.7 fl oz
Price $90-100/1.7 fl oz
Unique Benefit Deep Hydrating
Unique Benefit Anti-aging
Unique Benefit Tone Correcting
Discount Once a Year
Discount Every 6 Months
Discount Every Month
Texture Gel
Texture Cream
Texture Lotion
Bottle Type Jar
Bottle Type Tube
Bottle Type Pump
0.408
0.373
0.208
0.267
0.241
0.208
0.246
0.238
0.208
0.215
0.208
0.195
0.208
0.153
0.123
$20-2912%
$30-3922%
$40-4914%
$50-5926%
$60-696%
$70-792%
$80-898%
$90-996%
More than $1004%
Feature ‘happiness’ level
Lancôme is perceived as an expensive brand
Offer her ideal night cream
$ 40 - 50
Discount Every 6 Months
Jar
Cream
Deep Hydrating
Offer 100%
natural products
Offer her ideal night
cream
Advertise where she is likely to
notice
Attract her the way she
likes
Reach her where she shops for creams
Sold at Boutique
Sold at Drug Store
Sold at Department Store
0.253
0.266
0.319
Where do you usually shop for night cream? Utility for location when purchasing night cream
Price
Free S
amples
Members
hip Loya
lty Pro
gram
Transp
arency
(ingre
dients)
Boutique
Sales
Staff
Extre
mely att
ractive
packag
ing
Broch
ures an
d mail
catal
ogues
Free s
kincar
e/mak
eup ev
ents
Profes
sional
makeu
p servi
ce
Full s
pa serv
ices
L'Occitane
The Body Shop
Pure
“Street Spas” or Retail Spas are
becoming more popular.
Harrods launches Urban Retreat – its
own day spa
Source: Euromonitor Industry Report “Still Pampering? Opportunities and Challenges Facing the Global Spa and Beauty Industry
Drug Store Department Store
Boutique Stores
Online retailer Online (official company site)
0%
5%
10%
15%
20%
25%
30%
35%
26.19%28.57%
7.14%
23.81%
14.29%
Reach her where she shops for creams
How?
Offer 100%
natural products
Offer her ideal night
cream
Reach her where she shops for creams
Attract her the way she
likes
Advertise where she is likely to
notice
48
3832
26 25 22 2015
84 1
Which of the following factors play a role in your purchase decision?
Online Magazines Television Billboards Radio None of the above
0
5
10
15
20
25
30
35
40
45
50
I remember advertisements I see here?
Shopping
Trave
ling
Reading
Surfi
ng the I
nternet
Watc
hing TV
Cooking
Running
Dancin
gHiki
ngBiki
ng
Other (plea
se sp
ecify)
44 4339 37
34
2320
1411 11
1
Your favorite activities
Fash
ion Mag
azines
Trave
l Mag
azines
Cooking a
nd Food M
agazi
nes
Health
y Livi
ng Mag
azines
Home and Gard
en M
agazi
nes
News M
agazi
nes
Celebrit
y New
s Mag
azines
Sports
Mag
azine
None of th
e above
Other (plea
se sp
ecify)
39
23 22 20
14 149
5 52
Which of the following magazines do you read?
Fashion magazineShopping
Online Promotion-gift with purchase
Fashion Magazine
In store Advertise
OnlineAdvertise
Promotion(Giving free
samples)
Advertise where she is likely to notice
Offer 100%
natural products
Offer her ideal night
cream
Reach her where she shops for creams
Advertise where she is likely to
notice
Attract her the way she
likes
82%
18%YESNO
Do you have a preference for night creams with natural formula?
Fash
ion Mag
azines
Trave
l Mag
azines
Cooking a
nd Food M
agazi
nes
Health
y Livi
ng Mag
azines
Home and Gard
en M
agazi
nes
News M
agazi
nes
Celebrit
y New
s Mag
azines
Sports
Mag
azine
None of th
e above
Other (plea
se sp
ecify)
39
23 22 20
14 149
5 52
Which of the following magazines do you read?
38%
48%
13%YesMaybeNo
Do you consider yourself to be leading a healthy life?
Shopping
Trave
ling
Reading
Surfi
ng the I
nternet
Watc
hing TV
Cooking
Running
Dancin
gHiki
ngBiki
ng
Other (plea
se sp
ecify)
44 4339 37
34
2320
1411 11
1
Your favorite activities
Fashion, Travel
Travel
How to attract her by advertisements
Fashion Travel
Natural Healthy
Combing these elements in the advertisements.
Story Told…
Perception of Lancôme
Brand
Preference for Natural
Night Creams
Willingness to Purchase
Offer 100%
natural products
Offer her ideal night
cream
Reach her where she shops for creams
Advertise where she is likely to
notice
Attract her the way she
likes
Thank You
Q&A
Appendix
What kinds of skin care products do you use? Please choose all that apply.
PM Seg1 PM Seg2
CA Seg1 CA Seg2
Face Cleans
er
Face Toner
Serum Day Cream
Sun Screen
Night Cream
Eye Cream
Masks0.0%
10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
Face Cleans
er
Face Toner
Serum Day Cream
Sun Screen
Night Cream
Eye Cream
Masks0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
Face Cleans
er
Face Toner
Serum Day Cream
Sun Screen
Night Cream
Eye Cream
Masks0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
Face Cleans
er
Face Toner
Serum Day Cream
Sun Screen
Night Cream
Eye Cream
Masks0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
How regularly do you use night cream?
PM Seg1 PM Seg2
CA Seg1 CA Seg2
6-7 nights a week; 58.1%4-5 nights a week;
16.1%
2-3 nights a week; 12.9%
I don't use a night cream;
12.9%6-7 nights a week;
8.0%
4-5 nights a week; 24.0%
2-3 nights a week; 8.0%
1 night a week only;
4.0%
I don't use a night cream;
56.0%
6-7 nights a week; 44.4%
4-5 nights a week; 22.2%
2-3 nights a week; 22.2%
I don't use a night cream; 11.1%
6-7 nights a week; 14.8%
4-5 nights a week; 11.1%
2-3 nights a week; 18.5%
1 night a week only; 11.1%
I don't use a night cream; 44.4%
How regularly do you use night cream?
PM Seg1 PM Seg2
CA Seg1 CA Seg2
I find it too ex-pensive
I feel night
creams don't work
I don't have
time to use
night cream
I haven't found
the right product
I don't like to wear
anything on my skin at night
My other skin care
products are good enough
Other (please specify)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
I find it
too expen
sive
I feel
night c
reams d
on't work
I don't h
ave ti
me to use
night c
ream
I hav
en't f
ound the r
ight p
roduct
I don't l
ike to
wea
r anyth
ing on m
y skin
at nigh
t
My other
skin ca
re pro
ducts ar
e good en
ough
Other (plea
se sp
ecify)
0.0%10.0%20.0%30.0%40.0%50.0%60.0%
I find it too ex-pensive
I feel night
creams don't work
I don't have
time to use
night cream
I haven't found
the right product
I don't like to wear
anything on my skin at night
My other skin care
products are good enough
Other (please specify)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
I find it too ex-pensive
I feel night
creams don't work
I don't have
time to use night
cream
I haven't found
the right product
I don't like to wear
anything on my skin at night
My other skin care products are good enough
Other (please specify)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
How often do you purchase a night cream?
PM Seg1 PM Seg2
CA Seg1 CA Seg2
Once a month7%
Once in 3 months
63%
Once in 6 months
26%
Once a year4%
Once in 3 months; 27.3%
Once in 6 months; 45.5%
Once a year; 27.3%
Once a month; 8.3%
Once in 3 months; 50.0%
Once in 6 months; 37.5%
Once a year; 4.2%
Once in 3 months; 33.3%
Once in 6 months; 53.3%
Once a year; 13.3%
On average, how much do you spend on a night cream per purchase? Please choose one.
PM Seg1 PM Seg2
CA Seg1 CA Seg2
$20-2915%
$30-3911%
$40-4919%
$50-5926%
$60-6911%
$70-794%
$80-897%
$90-994%
$100-1104% Less than
$20; 18.2%
$20-29; 9.1%
$30-39; 18.2%
$40-49; 27.3%
$50-59; 18.2%
$70-79; 9.1%
$20-29; 8.3%
$30-39; 33.3%
$40-49; 8.3%
$50-59; 25.0%
$60-69; 4.2%
$80-89; 8.3%
$90-99; 8.3%More than $110; 4.2%
Less than $20; 26.7%
$20-29; 6.7%
$30-39; 26.7%
$40-49; 13.3%
$50-59; 13.3%
$60-69; 6.7%
$90-99; 6.7%
Where do you usually shop for night creams? Please choose all that apply.
PM Seg1 PM Seg2
CA Seg1 CA Seg2
Drug Store Depart-ment Store
Boutique Stores
Online re-tailer
Online (of-ficial
company site)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Drug Store Department Store
Boutique Stores
Online re-tailer
Online (of-ficial com-pany site)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Drug Store Depart-ment Store
Boutique Stores
Online re-tailer
Online (of-ficial
company site)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Drug Store Department Store
Boutique Stores
Online re-tailer
Online (of-ficial com-pany site)
0.0%5.0%
10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.0%
Yes74%
No26%
Do you have a preference for night creams with natural formula?
PM Seg1 PM Seg2
Yes82%
No18%
Do you have a preference for night creams with natural formula?
Yes71%
No29%
Do you have a preference for night creams with natural formula?
CA Seg1 CA Seg2
Yes73%
No27%
Do you have a preference for night creams with natural formula?
6%10%
23%61%
What is the highest level of education you have completed
Less than high school degree
High school degree or equivalent (e.g., GED)
Some college but no degree
Associate degree
Bachelor degree Graduate degreeDoctorate degree
4%
32%
56%
8%
What is the highest level of education you have completed?
Less than high school degree
High school degree or equivalent (e.g., GED)
Some college but no degree
Associate degree
Bachelor degree
Graduate degree
Doctorate degree
PM Seg1 PM Seg2
CA Seg1 CA Seg2
7% 4%
37%52%
What is the highest level of education you have completed?
Less than high school degree
High school degree or equivalent (e.g., GED)
Some college but no degree
Associate degree
Bachelor degree Graduate degreeDoctorate degree
4% 4%
15%
70%
7%
What is the highest level of education you have completed?
Less than high school degree
High school degree or equivalent (e.g., GED)
Some college but no degree
Associate degree
Bachelor degree
Graduate degree
Doctorate degree
Under $19,99913%
$20,000 to $39,999
13%
$40,000 to $59,999
23%$60,000 to $79,999
16%
$80,000 to $99,999
6%
$100,000 and above10%
Prefer not to answer
19%
What is your your annual household income?
PM Seg1 PM Seg2
Under $19,9994%
$20,000 to $39,999
20%
$40,000 to $59,999
20%$60,000 to $79,999
20%
$80,000 to $99,999
20%
$100,000 and above
4%
Prefer not to answer12%
What is your your annual household income?
CA Seg1 CA Seg2
Under $19,999
22%
$20,000 to $39,999
11%
$40,000 to $59,999
19%
$60,000 to $79,999
11%
$80,000 to $99,999
7%
$100,000 and above11%
Prefer not to answer
19%
What is your your annual household income?
Under $19,99911%
$20,000 to $39,999
22%
$40,000 to $59,999
11%$60,000 to $79,999
22%
$80,000 to $99,999
15%
$100,000 and above
4%
Prefer not to answer
15%
What is your your annual household income?
77%
19%
3%
What is your marital status?
SingleMarriedWidowedDivorcedSeparated
PM Seg1 PM Seg2
76%
24%
What is your marital status?
Single
Married
Widowed
Divorced
Separated
82%
19%
What is your marital status?
Single
Married
Widowed
Divorced
Separated
CA Seg1 CA Seg2
78%
22%
What is your marital status?
Single
Married
Widowed
Divorced
Separated
Online A
dvert
i...
Soci
al M
edia
Beauty
Blo
gs
Use
r R
evie
w S
...
Magazi
ne A
dve...
New
spapers
TV
Com
merc
ials
Frie
nds
or
Fa...
Sale
s R
epre
sen...
Pro
moti
ons
(eg....
None o
f th
e a
...
Oth
er
(ple
ase
s...
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Which of the following factors play a role in your night cream purchase decision? Please choose all
that apply.
PM Seg1 PM Seg2
Online A
dvert
i...
Soci
al M
edia
Beauty
Blo
gs
Use
r R
evie
w S
...
Magazi
ne A
dve...
New
spapers
TV
Com
merc
ials
Frie
nds
or
Fa...
Sale
s R
epre
sen...
Pro
moti
ons
(eg....
None o
f th
e a
...
Oth
er
(ple
ase
s...
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%
Which of the following factors play a role in your night cream purchase decision? Please choose all
that apply.
CA Seg1 CA Seg2
Online A
dvert
is...
Soci
al M
edia
Beauty
Blo
gs
Use
r R
evie
w S
ites
Magazi
ne A
dver.
..
New
spapers
Pro
moti
ons
(eg. ...
TV
Com
merc
ials
Frie
nds
or
Fam
...
Sale
s R
epre
sent.
..
None o
f th
e a
bove
Oth
er
(ple
ase
sp...
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Which of the following factors play a role in your night cream purchase decision? Please choose all
that apply.
Online A
dvert
...
Soci
al M
edia
Beauty
Blo
gs
Use
r R
evie
w S
...
Magazi
ne A
dv...
New
spapers
Pro
moti
ons
(eg...
TV
Com
merc
ials
Frie
nds
or
Fa...
Sale
s R
epre
se...
None o
f th
e a
...
Oth
er
(ple
ase
...
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Which of the following factors play a role in your night cream purchase decision? Please choose all
that apply.
Online Tele-vision
Radio Mag-azine
s
Bill-boards
None of the
above
Other (please specify)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
I remember advertisements I see here (Check all that apply):
PM Seg1 PM Seg2
Online Tele-vision
Radio Mag-azine
s
Bill-boards
None of the
above
Other (please specify)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
I remember advertisements I see here (Check all that apply):
Online Tele-vision
Radio Mag-azine
s
Bill-boards
None of the
above
Other (please specify)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
I remember advertisements I see here (Check all that apply):
CA Seg1 CA Seg2
Online Tele-vision
Radio Mag-azine
s
Bill-boards
None of the
above
Other (please specify)
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
I remember advertisements I see here (Check all that apply):
PM Seg1 PM Seg2
CA Seg1 CA Seg2
How much do you agree with the following state-ment: Night cream is the most important skin care
product for my skin
Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Strongly disagree
How much do you agree with the following statement: Night cream is the most important
skin care product for my skin
Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Strongly disagree
How much do you agree with the following statement: Night cream is the most important
skin care product for my skin
Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Strongly disagree
How much do you agree with the following state-ment: Night cream is the most important skin care
product for my skin
Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Strongly disagree
How much do you agree with the following state-ment: What you put on your face should be healthy
and natural
Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Strongly disagree
PM Seg1 PM Seg2
CA Seg1 CA Seg2
How much do you agree with the following statement: What you put on your face should be
healthy and natural
Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Strongly disagree
How much do you agree with the following state-ment: What you put on your face should be healthy
and natural
Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Strongly disagree
How much do you agree with the following statement: What you put on your face should be
healthy and natural
Strongly agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Strongly disagree
PM Seg1 PM Seg2
CA Seg1 CA Seg2
Do you consider yourself to be leading a healthy lifestyle?
Yes
Maybe
No
Do you consider yourself to be leading a healthy lifestyle?
Yes
Maybe
No
Do you consider yourself to be leading a healthy lifestyle?
Yes
Maybe
No
Do you consider yourself to be leading a healthy lifestyle?
Yes
Maybe
No
PM Seg1 PM Seg2
CA Seg1 CA Seg2
0.0%
20.0%
40.0%
60.0%
80.0%
Which of the following magazines do you read? Please choose all that apply.
0.0%10.0%20.0%30.0%40.0%50.0%60.0%
Which of the following magazines do you read? Please choose all that apply.
0.0%
20.0%
40.0%
60.0%
80.0%
Which of the following magazines do you read? Please choose all that apply.
Fash
ion M
...
Cookin
g a
...
Cele
bri
ty...
Hom
e a
nd...
New
s M
ag...
Tra
vel M
a...
Sport
s M
a...
Healt
hy L
...
None o
f t.
..
Oth
er
(ple
...
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Which of the following magazines do you read? Please choose all that apply.
PM Seg1 PM Seg2
CA Seg1 CA Seg2
Hikin
g
Bikin
g
Runni
ng
Trav
elin
g
Shop
ping
Readi
ng
Wat
chin
g TV
Dancin
g
Cooki
ng
Surfi
ng th
e In
tern
et
Other
(ple
ase
spec
...0.0%
10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
Which of the following are your favorite activ-ities? Please choose all that apply.
Hikin
g
Bikin
g
Runni
ng
Trav
elin
g
Shop
ping
Readi
ng
Wat
chin
g TV
Dancin
g
Cooki
ng
Surfi
ng th
e In
tern
et
Other
(ple
ase
spec
...0.0%
10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%
Which of the following are your favorite activities? Please choose all that apply.
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%
Which of the following are your favorite activ-ities? Please choose all that apply.
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
Which of the following are your favorite activities? Please choose all that apply.
Perceptual Map – Segment 1
Perceptual Map – Segment 1
Perceptual Map – Segment 2
Perceptual Map – Segment 2
Conjoint Analysis Seg2 Feature Importance Seg2
Conjoint Analysis Seg1 Feature Importance Seg1
Price per size29%
Unique Benefit
8%
Place (Sold at)
13%Discount frequency
5%
Texture3%
Bottle Type12%
Ingredient30%
Natural In-gredient
32%
Discount Frequency
2%Bottle Type3%
Texture4%Sold Place
8%Unique Benefit
10%
Price39%