The new consumer map of beauty better reflects how hair and skincare consumers look at the world. They are interested in the function – not the traditional categories – of hair and skin care products.
Beauty industry and consumers are out of sync. Consumers conceptualise beauty in terms of their needs. They always focus on the outcome, for example, to achieve a “younger” or a “fairer” skin and clean and/or manageable hair. The common starting point is “me” and “my problem”.
This is quite a different lens to that used by the cosmetic chemists in the research laboratory or their colleagues in brand or category management. Beauty consumers are far less concerned with the “wrapping” – the category
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