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Research Outline
Prepared for Mike C. | Delivered April 16, 2020
Pitch Research
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Goals
To research consumer drivers for luxury skin care in the US, as well as a competitive landscape of top hand sanitizer players (Germ-X, Equate and Purell).
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Early Findings
Digital
is being credited as one of the biggest drivers for the luxury skin care market. Modern consumers are flocking to digital-first brands, which helps them gain "cult-like" status among younger shoppers.
Collaborations
on social media and crowd-sourcing are becoming pivotal in the growth of skincare products.
Further, beauty is successfully being tied another trend of
wellness
. Beauty products and skincare are being positioned as form of wellness for the face and skin.
Generally, wellness is also about
embracing diversity
and aging well. As such, there is a marked trend away from "anti-aging" into instead thinking about aging well.
Inclusivity
is a huge trend, bringing gender-neutral and more diverse color palettes than ever. Consumers are
driven
by brands that are perceived as multi-cultural and inclusive.
Consumers are also loving
connected systems
, such as products lines that connect to an app to offer personalized recommendations.
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