What women want: Insider peek into our focus groups

(0) comments Tuesday Mar 16, 2010 at 09:47 am posted by Marina

Wow, 10 hours of focus groups over 2 late nights!  This is just one of the many things we do when we’re getting ready to launch a brand. We want to know everything about women’s beauty habits, needs, and expectations, so we invite them to come talk to us.

What do we ask our focus groups? We find out which promises and claims women look for in their ideal beauty products, and if the claims we present really resonate with them. We even show them a preview of the packaging of the product and the containers to see what they think. These discussions help us present the brand in an easy-to-understand manner.

We’re fascinated by our findings. For example, some of the women associated dramatic results with a product that was not gentle or would possibly irritate their skin or cause redness. It was also interesting to hear that many of the women liked knowing that the product would tingle, and felt that was a true sign the product was working. Gathering this type of information helps us clarify the message we associate with a product, so women know exactly what to expect with our products. 

I brought my handy flip cam to give you a peek! Watch a clip from our latest beauty focus groups.