Best face forward: getting to know Avon’s consumers
- Tailored study design
- Blended research approach
- Quantitative survey
- Qualitative exercises
When cosmetics company Avon wanted to understand the emotional impact of makeup among Latin American women, they needed a tech partner with the approach to help.
Not just appearance: understanding makeup users in Latin America
For women in Latin America, makeup is about more than just how they look: cosmetics impact their confidence and self-esteem, too. That makes the region’s industry dynamic, with strong competition between established brands, and new companies popping up all the time.
Avon knew that understanding these women and how they use makeup mattered. And they needed a sophisticated market research approach to help.
“It was crucial for us to walk in consumers’ shoes in order to truly understand their relationship with makeup, and collect meaningful qualitative data in friendly and inspiring ways. We were able to capture very useful consumer insights, materials and perspectives, which informed multiple discussions and decisions within the Avon organization.”Paola Toscano
Senior Insights and Marketing Intelligence Manager, Avon
Studying more than just the numbers
We worked with Avon to design a quantitative and qualitative study that would explore both numbers and emotions – creating a more rounded view of their target consumer.
First, our quantitative survey interviewed cosmetics users in Brazil, Mexico and Columbia about the type and number of products in their beauty bag. Next, a qualitative exercise investigated the meaning of beauty in participants’ lives with a week-long activity diary.
Gaining deeper insights into target consumers
Our blended research approach helped Avon get a deeper understanding of how consumers in Latin America feel about cosmetics. For the first time, they could see how women put on makeup and mixed and matched products, and how they felt when they used them.
They could also pick up on different types of consumers with their own unique values and attitudes towards brands. And these insights helped Avon make the changes it needed to the company’s product development, marketing and sales.
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