Aiming to become the optimal beauty destination
Before a total re-branding, an online beauty retailer needed to know how women really shop for beauty. We followed 30 women's shopping journeys and identified six distinct consumer segments.
- Industry
- Beauty retail (e-commerce)
- Methods
- Mobile ethnography, Quantitative survey
- Sample
- 30 women for the ethnography, followed by a quantitative survey
- Deliverables
- Six consumer segments, Segment size and value, Input to the brand strategy
Challenge
As an online beauty shopping brand was planning for a total re-branding process, Liveworks was engaged to dig into how women really shop for beauty products online.
Approach
With the help of mobile ethnography, we were able to join 30 women and their shopping journeys – which really start in front of the mirror. What do they want to achieve? What products do they use to try to achieve this? What are their challenges? What IS beauty? Where do they look for inspiration? Where and how do they shop and why? What should be offered at the most optimal beauty destination online in the future?
Outcome
Not only did we learn a lot about how women reason and why, we identified 6 very different and distinctive consumer segments. Insights and the size and value of the identified segments were confirmed through a quantitative survey, and offered a significant module to the strategy work moving forward.
Key numbers
- 30Shopping journeys followed
- 6Consumer segments identified
