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  NuVista Global Study Reveals an
Entirely New Way to Look at Cosmetics
 
 
 
" We want to use this study to put our efforts into the big ideas –
the grand opportunities. Now we’ll line up our marketing efforts with these domains as we write ads, sort business and sort
our brands.”
 
 
 
Situation
A global beauty products company was experiencing declining sales and mixed results on recent new product introductions. Our client needed a better understanding of how their products were being used across countries and which new product efforts would be most likely to succeed.
 
NuVista’s Approach
NuVista Strategies was retained to identify the Market Structure and consumer insights for the client’s products for the U.S. and seven international markets. We began by accessing our extensive international partnership network across countries and conducted over 100 in-depth ethnographies in one month. In this comprehensive step, consumers were observed in their regular routines. These observations were then followed by a quantitative diary phase.

To fully understand the nuances of each culture, the study even extended research to remote villages in Asia where home remedies have been used for generations and to urban Japan where nearly 12,000 category products are in use. For the results to be comparable across geographies, the research methodology included detailed attention to maintaining the continuity and integrity of data from each country and supply partner.
 
 
 
Research data was then analyzed and modeled through NuVista’s own proprietary tools and processes to determine the market structures, usage and consumer attitudes toward the brands for each of the eight countries. What we delivered to the client was an entirely new way to look at the cosmetics market.
 
Key Findings
We discovered for our client that consumers viewed skin care products in a very different way than had originally been thought. We had to think differently in terms of our models. We had to recreate our analytics and tailor it to the needs of this market. With the Market Structure explained, new trends were revealed that helped spot a number of unaddressed needs in the market for high-margin products.

Our Market Structure analysis also revealed that new product areas currently being pursued by our client were not as attractive as had been previously thought.
 
Actions
With the insight from the study, our client was able to immediately reallocate development funds for new products to the high potential Market Structure we had identified, saving millions of dollars in potentially wasted developmental and marketing expenditures.

And with new insight into the way consumers think about these products and use them in their routines, our client was able to change its entire marketing approach from a single-item sales orientation to a total care solution.

According to our client, “We want to use this study to put our efforts into the big ideas – the grand opportunities. Now we’ll line up our marketing efforts with these domains as we write ads, sort business and sort our brands.
 
 
 
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