Skincare

We did our own online qualitative investigation

into the skincare market using

MRQual and are pleased to be able to share

our findings with you…

camillavickerage@internetmr.com

richardclark@internetmr.com

01488 686050

@mrqual

…if you want any more info then

please contact:

Methodology

Online qual: 3 day bulletin board

May 2012

N=22

All mums aged between 30-45

Summing up our Mums

Change in media habits

Marked increase in use of internet

Decline in magazines read – perhaps a lack of relevance in this life

stage and lack of “free-time” to be able to indulge

On the whole more anxious since having children Which in turn influences their consumer behaviour:

• Word of mouth and in-store recommendations a key factor in product choice

• More loyalty in skincare, less so in make-up due to less perceived risk

Busy and multi-tasking

Looking for products that really work and save time by combining

benefits or cutting out steps in skincare/make-up regimes

New mums spend less time on self,

more time socialising and doing chores

0

5

10

15

20

Soci

alis

e in

day

Cle

anin

g

Co

oki

ng

Foo

d S

ho

pp

ing

Use

Inte

rne

t

Wo

rryi

ng

Exe

rcis

e

Gar

de

nin

g

TV

Soci

alis

e in

eve

Re

ad M

ags

Hai

rdre

sse

rs

Pam

pe

rin

g

Spe

nd

£ o

n s

elf

More Less time spent since having children

TYPE

Sensitive 8

Dry 0

Normal 7

Combination 3

Oily 1

TONE

Very fair 3

Fair 8

Normal 7

Olive 1

Dark 0

Types of skin

Skincare routines

• Most, if not all religiously moisturise

• Majority of routine is done whilst

multi-tasking, usually whilst having

shower (multi-tasking)

• Routine differs most by skin type, with

those with more problematic skin

spending more time and taking more

steps

use a gentle face wash or just

water because my skin gets

very dry. Apply moisturiser,

mascara and sometimes eye

cream if I remember

cleanse and moisturise,

make up goes on foundation,

powder, eye makeup.

Sometimes a bit of lip gloss

but as long as the eyes are

done I feel ok to face to

world!

Routine changed since having

kids?

YES: 8

NO: 11

Those changed: Skincare

regimes are done in less

time and less steps

Steps cut out: Cleansing, toning

and Make up such as

Foundation

YES: Since having

children probably wear

less make up. Certainly

during the day rarely get

round to putting mascara

on!

NO: not really! Didn't

really look after my skin

before either! Use same

sort of makeups just time

permitting with the girls!

Happy with skincare

routine?

A big YES from most

but some might do additional steps

(mentions of cleansing, exfoliation,

toning, taking off make-up properly)

…if they had I think that I really just do the

basics. I know the whole

routine: clean, tone and

moisturise. Its just a case of

having time and inclination

I am happy with my routine

really. But if I had more time

I would exfoliate more often

and I love a face mask every

now and again

How are our ladies feeling when

getting ready?

I am usually cajoling my elder son

to get dressed, singing some

nursery rhymes (out of tune) to

keep the twins from screaming in

frustration as they are in a travel cot

to keep them out of mischief and

hurry hurry hurry!!

I love doing my make up when I

have the time. It is a little bit of me

time everyday.

Harassed! Usually I have my

daughter sitting with me

moisturising my shoulder-blades

with eye-wrinkle retinol A cream to

keep her quiet. My routine is get

made-up as quick as possible!

Skincare brands using

Wipes

Body lotions Moisturisers

Face washes

Make-up brands using

If you could only have one product…

skincare Top 3

Moisturiser

Baby wipes

Face wipes

Others

E45

Facewash

Foot cream

make-up Top 3

Mascara

Concealer

Blusher

Others

Tinted moisturiser

Lipstick

Lip Gloss

Eyeliner

Probably e45 body lotion as

that could cover body, face and

I can use it for makeup removal

with some cotton wool if I had

to!

mascara without a

doubt!

Important properties in a skincare

product (top of mind)

SPF

Natural ingredients

Hypo-allergenic

Anti-ageing

Scientific

Don’t believe the hype

Believe in

product claims?

No

Yes

More likely to

believe Recommendations:

Friends / WOM /in-store

Trusted brand

Trial/samples

How find out about new products

I am normally either inspired

when I'm perusing the counter

or I see an ad in a magazine.

I'm a sucker for the Chanel ads

for nice eye shadows etc!

Department stores good for

spotting new stuff, but don't

get to shop much these days

so Space NK and lookfantastic

websites

I went to a Temple Spa

party recently & tried

new products & bought

a few.

I quite like the benefit

counter in the shops, looks

interesting and I am sucker

for mini kits/gift sets they

look so neat

Very likely if demonstrated to me,

especially if in space NK. I have

quite a few make up essentials that I

buy there because they have been

especially selected for me amongst

several brands and work

brilliantly

It would have to find me -

probably in my amazon

recommendations or via

mumsnet or something

like that!

Go wild and invent a product!

Self-tanning bath

foam

Diagnostic

moisturiser /

cleanser that

adjusts to skin type

Age-defying cream

that works!

All in one face

cream (cleanser,

moisturiser, balm

and tinted)!

Double-ended face

wand (face cream

one end and eye

cream the other)