Master thesis

Super & Hypermarkets Cosmetics

Jan 2020 - Jun 2020

My experience

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

Summary

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?

During 6 months, I made a complete analysis to understand each point of this market and propose the most clever recommendations to improve the trust (and also affect positively sales results for the market).The challenges in this comprehensive research approach were to understand what impacts the sector in terms of trust and to understand how this could be corrected while reducing the lack of trust and reassuring the consumer.

My research allows me to have a concrete view of the current market situation (less sales under an angle marketing and commercial). I could understand how trust works for the consumers of hygiene & beauty products. I am able to avoid actions or decisions that can impact negatively on trust. Nowadays, I know the levers are efficient (according to my study) to assure trust and a good brand image for the cosmetic products sold in the mass market.

If you would like to have more details about my plan, please see the image below.

Results

27.4% of respondents feel they have little or no confidence in hygiene-beauty. Similarly, more than 3/4 admit not to have complete confidence in it. When we look at the origin of the lack of confidence and the possible areas of reinsurance, we understand from our results that they are multiple.

Let's look at the gaps perceived by consumers on our 5 confidence items, they are all very present, directly creating a decrease in their confidence. To reduce the loss of trust, it is important to avoid a lack of communication, transparency, friendliness, credibility and honesty on the part of the consumer.

The natural composition of the product makes it possible to act on consumers who have no confidence at all, to reassure them. Honesty is the pillar on which we must act first and foremost at this time.

For consumers who do not have any confidence in the overall sector. These two factors have been confirmed to us several times according to our analyses (flat analysis, item comparison, PCA).

Natural composition (86,9%) and co-creation (75,9%) are the most efficient reinsurance lines according to our data.

The experts are well aware of the benefits of naturalness in boosting confidence. Ethical well-being is therefore a subject that is partly taken into consideration by consumers who buy hygiene and beauty products.

Two examples of co-creation for a new natural product:

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

  • 75.2% lack of trust caused by a lack of honesty (in terms of values): 58% of consumers are looking for naturalness, 52% for transparency, 49% for commitment, 47% for professional values (knowledge and expertise)
  • 83.9% lack of trust caused by a lack of transparency: 91% look for transparency in the composition, 41% for transparency in the manufacturing process, 39% for transparency in the packaging
  • Natural is reassuring for 86.9% of respondents
  • Co-creation reassures for 75.9%

Recommendations:

For more information about this experience, feel free to contact me or to visit my LinkedIn profile.