Outperforming the global luxury beauty sector by embracing opportunities with ethnic minority women
The Brief
We have worked on a range of projects for Estée Lauder corporate and some of its biggest brands: Estée Lauder, Clinique and MAC.
The briefs varied from getting insights into the lifestyles, skincare and beauty rituals of ethnic minority women to analysing their shopping behaviours; from assessing ethnic minority consumers’ perceptions of beauty brands to testing packaging and communications; from identifying ‘influencers’ to highlighting opportunities to develop new products.
Our research solutions included in-store ethnography, online research communities, focus groups and interviews with shoppers, customers and sales representatives.
The challenges they faced
- Recruiting and engaging a cross-section of black, Asian and Chinese women in online and offline research
- Getting close enough to ethnic minority consumers to observe their everyday skincare and beauty rituals and peek into their beauty bags
- Negotiating access to stores in order to conduct ethnography and interviews with ethnic minority shoppers and sales representatives
- Helping develop new products, marketing and communications to tap into the lucrative ethnic market
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