How to Conduct Skincare Market Research

Glowytics is an early-stage direct-to-consumer natural skincare startup targeting eco-conscious millennial women dedicated to clean ingredients, ethical sourcing and sustainable packaging. Though passionate as first-time founders, lacking prior CPG or skincare experience prompted extensive market research to mitigate risk in formulations, branding and messaging to appeal to intended consumers.

Research Approach

Glowytics creators Alicia and Jessica invested six months upfront speaking to over 100 women across America through in-depth surveys, video interviews and focus groups. Detailed customer personas were created using demographic and psychographic data to focus conversations on skincare purchasing criteria, ingredient priorities like organic and cruelty-free, preferred delivery formats, pricing thresholds and reactions to brand positioning statements. Secondary research on market trends, competitive landscape and industry reports were also continually referenced to spot white space opportunities.

Key Findings

The comprehensive research uncovered that while the target millennial woman indeed cared deeply about natural ingredients, she equally prioritized gentle but potent formulas that visibly demonstrated anti-aging efficacy quickly over only buzzworthy sustainably-sourced botanicals. Competitors were seen as authentic but slow-acting. Pricing testing showed room for ultra-premium positing. This shaped Glowytics hero product to a $120 antioxidant overnight serum with patented biotech that delivered real results seen when waking up. Complimentary rich creams and oils were then formulated to support. Branding also evolved to feel science-backed yet inviting.

Outcomes

Glowytics research-driven repositioning resulted in an overwhelmingly positive market response once launched with 80% of customers repurchasing within 3 months and user-generated content fueling new acquisition. The insights uncovered through intensive qualitative and quantitative consumer understanding were credited as the catalyst that enabled Glowytics to stand out in the natural skincare landscape. Research is now an ongoing pillar to engage customers for continuous optimization as expansion plans unfold into new territories.