skincare online qual case study
DESCRIPTION
In May we spoke to a large group of Mums about skincare routines and brands, using a one-day bulletin board on MrQual. We are very happy to share our findings with you. Click here to take a look at the types of insights that can be generated using online qualitative research.TRANSCRIPT
Skincare
We did our own online qualitative investigation
into the skincare market using
MRQual and are pleased to be able to share
our findings with you…
01488 686050
@mrqual
…if you want any more info then
please contact:
Methodology
Online qual: 3 day bulletin board
May 2012
N=22
All mums aged between 30-45
Summing up our Mums
Change in media habits
Marked increase in use of internet
Decline in magazines read – perhaps a lack of relevance in this life
stage and lack of “free-time” to be able to indulge
On the whole more anxious since having children Which in turn influences their consumer behaviour:
• Word of mouth and in-store recommendations a key factor in product choice
• More loyalty in skincare, less so in make-up due to less perceived risk
Busy and multi-tasking
Looking for products that really work and save time by combining
benefits or cutting out steps in skincare/make-up regimes
New mums spend less time on self,
more time socialising and doing chores
0
5
10
15
20
Soci
alis
e in
day
Cle
anin
g
Co
oki
ng
Foo
d S
ho
pp
ing
Use
Inte
rne
t
Wo
rryi
ng
Exe
rcis
e
Gar
de
nin
g
TV
Soci
alis
e in
eve
Re
ad M
ags
Hai
rdre
sse
rs
Pam
pe
rin
g
Spe
nd
£ o
n s
elf
More Less time spent since having children
TYPE
Sensitive 8
Dry 0
Normal 7
Combination 3
Oily 1
TONE
Very fair 3
Fair 8
Normal 7
Olive 1
Dark 0
Types of skin
Skincare routines
• Most, if not all religiously moisturise
• Majority of routine is done whilst
multi-tasking, usually whilst having
shower (multi-tasking)
• Routine differs most by skin type, with
those with more problematic skin
spending more time and taking more
steps
use a gentle face wash or just
water because my skin gets
very dry. Apply moisturiser,
mascara and sometimes eye
cream if I remember
cleanse and moisturise,
make up goes on foundation,
powder, eye makeup.
Sometimes a bit of lip gloss
but as long as the eyes are
done I feel ok to face to
world!
Routine changed since having
kids?
YES: 8
NO: 11
Those changed: Skincare
regimes are done in less
time and less steps
Steps cut out: Cleansing, toning
and Make up such as
Foundation
YES: Since having
children probably wear
less make up. Certainly
during the day rarely get
round to putting mascara
on!
NO: not really! Didn't
really look after my skin
before either! Use same
sort of makeups just time
permitting with the girls!
Happy with skincare
routine?
A big YES from most
but some might do additional steps
(mentions of cleansing, exfoliation,
toning, taking off make-up properly)
…if they had I think that I really just do the
basics. I know the whole
routine: clean, tone and
moisturise. Its just a case of
having time and inclination
I am happy with my routine
really. But if I had more time
I would exfoliate more often
and I love a face mask every
now and again
How are our ladies feeling when
getting ready?
I am usually cajoling my elder son
to get dressed, singing some
nursery rhymes (out of tune) to
keep the twins from screaming in
frustration as they are in a travel cot
to keep them out of mischief and
hurry hurry hurry!!
I love doing my make up when I
have the time. It is a little bit of me
time everyday.
Harassed! Usually I have my
daughter sitting with me
moisturising my shoulder-blades
with eye-wrinkle retinol A cream to
keep her quiet. My routine is get
made-up as quick as possible!
Skincare brands using
Wipes
Body lotions Moisturisers
Face washes
Make-up brands using
If you could only have one product…
skincare Top 3
Moisturiser
Baby wipes
Face wipes
Others
E45
Facewash
Foot cream
make-up Top 3
Mascara
Concealer
Blusher
Others
Tinted moisturiser
Lipstick
Lip Gloss
Eyeliner
Probably e45 body lotion as
that could cover body, face and
I can use it for makeup removal
with some cotton wool if I had
to!
mascara without a
doubt!
Important properties in a skincare
product (top of mind)
SPF
Natural ingredients
Hypo-allergenic
Anti-ageing
Scientific
Don’t believe the hype
Believe in
product claims?
No
Yes
More likely to
believe Recommendations:
Friends / WOM /in-store
Trusted brand
Trial/samples
How find out about new products
I am normally either inspired
when I'm perusing the counter
or I see an ad in a magazine.
I'm a sucker for the Chanel ads
for nice eye shadows etc!
Department stores good for
spotting new stuff, but don't
get to shop much these days
so Space NK and lookfantastic
websites
I went to a Temple Spa
party recently & tried
new products & bought
a few.
I quite like the benefit
counter in the shops, looks
interesting and I am sucker
for mini kits/gift sets they
look so neat
Very likely if demonstrated to me,
especially if in space NK. I have
quite a few make up essentials that I
buy there because they have been
especially selected for me amongst
several brands and work
brilliantly
It would have to find me -
probably in my amazon
recommendations or via
mumsnet or something
like that!
Go wild and invent a product!
Self-tanning bath
foam
Diagnostic
moisturiser /
cleanser that
adjusts to skin type
Age-defying cream
that works!
All in one face
cream (cleanser,
moisturiser, balm
and tinted)!
Double-ended face
wand (face cream
one end and eye
cream the other)