What I learned
- Operational research
- Interviews with professionals
- Literature research
- Scientific research
- Understanding of trust
- Understanding of hygiene beauty market
- Expertise of hygiene beauty market
- Calculus analysis
- Link between data
- Conclusion with different info
- Recommendations thanks to analysis
- Strong knowledge on results analysis
My objective was to understand the decline for the hygiene beauty category in hyper and supermarket. That's why I decided to axe my research on consumer and trust point of view. That’s why my main question was : How to reduce loss of confidence and reassure the consumer in the hygiene and beauty sector in supermarkets and hypermarkets with a high demand for decrease?
The scientific/health side of hygiene/beauty is very important for consumers (51.7%), as we also discovered in the qualitative study. and theoretical, as well as the recommendation of the health professionals for a product (advised by the qualitative and the literature), can then prove to be very relevant to reassure from the point of view of consumers.
Respect for the skin, the health aspect and the interest of the compositions are three important criteria both in the values and expectations and in the communication of hygiene and beauty brands in supermarkets and hypermarkets.
Consumers do not seem to be unconvinced by entities such as labels and scan applications (Yuka) despite strong scanning behavior. In fact, these organizations would not provide much more consumer confidence according to our data. However, labels and certifications can be an element of motivation to buy (4th criterion in order of importance). of importance). The 18-35 year olds seem to be the most affected by the lack of trust. The socio-demographic variable does not play a significant role in the lack of trust because it has little overall impact on trust and reassurance.
Key features to remember