Aligning Products with Consumer Needs: How SGA Enabled a Client to Refine Their Cosmetics Offerings in Europe

SGA STRATEGIC APPROACH

SGA developed a comprehensive online survey, engaging 3,300 consumers across Europe. The survey targeted individuals who had recently purchased products from major cosmetics brands in the past three months.
Survey Themes Included:

1. Product Landscape Analysis: Cataloging the variety and types of products popular among consumers, covering skincare, makeup, and specialty items.
2. Consumer Purchase Patterns: Examining buying habits over the past year, with insights into preferred brands and product types.
3. Online vs. Offline Shopping Preferences: Assessing whether consumers favored online or offline channels and identifying factors influencing these choices.
4. Customer Service and Brand Loyalty: Measuring customer satisfaction, service quality, and the likelihood of repeat purchases to identify key drivers of brand loyalty.
5. Distinctive Brand Experiences: Understanding exclusive elements that set certain brands apart, including packaging, product formulation, and personalized brand interactions.

The final data was delivered to the client in MS Excel and SPSS  formats, with tables segmented by demographic and other relevant factors.
 

ENGAGEMENT

Our client sought insights to navigate the European market landscape, aiming to align their product range with evolving consumer needs and to identify strategies for improving market share in this competitive space.

BENEFITS & OUTCOMES

Our research equipped the client with actionable insights, enabling them to refine product offerings, tailor their marketing, and improve overall consumer engagement strategies. Specific outcomes included:

• Enhanced Product and Service Alignment: An in-depth understanding of consumer attitudes toward cosmetic brands, product features, and service quality.
• Brand Loyalty Insights: Clear metrics on customer loyalty, with data on the likelihood of future purchases.
• Refined Customer Experience Strategies: Insights into consumer expectations and preferences to guide customer experience improvements.
• Product Positioning Clarity: A thorough understanding of consumer perceptions regarding skincare and makeup, highlighting areas for brand differentiation.
   

KEY TAKEAWAYS

In the modern cosmetics market, a brand's digital presence is instrumental in educating and engaging consumers. Prioritizing enriched customer experiences, loyalty programs, and personalized interactions is essential for brands aiming to foster long-term loyalty and distinguish themselves in a crowded market. Through social media and digital platforms, brands have an opportunity to not only showcase products but also guide consumers on their best use, amplifying engagement and satisfaction.