CONSUMER TRENDS – PREDICTION STUDY FOR VICHY, L’OREAL

VICHY , the premium brand of skincare and cosmetics products, asked us to study ‘SUN PROTECTION’ consumers’ trends

APPROACH

An on-line survey was conducted on over 13.000 female consumers to investigate: a) needs, beliefs and habits in relation to both beauty and sun protection, b) knowledge and awareness about sun damage, c) products preferences and priorities, d) emerging values with respect to age and life style, e) consumption and decision making styles. Multifactorial data analysis and structural equation models were performed to explain and predict future trends.

RESULT

Data analysis showed two emerging trends, that is, a growing significant overlap between beauty and health needs and a second concurrent preference for high tech beauty products that should guarantee the highest performance while preserving a natural look. Analysis described different consumer lifestyles, which varied in terms of socio-demographics and cultural factors. Consumer lifestyles were associated to different behavioral attitudes toward products traits and sun protection habits.
VICHY LABORATOIRES ADOPTEDTHE DATA FOR PRODUCT DEVELOPMENT AND COMMUNICATION
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