1. Ethos Global Consulting
Lisa Lei
Asfiya Taji
Cherry Wang
Yun Zeng

2. Launching Natural Skin Care
Perception
of Lancôme
Brand
Preference
for Natural
Night
Creams
Willingness
to Purchase

3. Overall Survey Sample 106
Age
Gender
Ages between 20 and 55
Females only
Income
Education
Wide range of income
College educated
Usage
4 or more skin care per day
3 or less skin care per day
Location
U.S only

4. “Who’s that girl?”
30 years
College educated
Mostly healthy
lifestyle
Believes in using
healthy and natural
products for face

5. In her free time, Kelly likes to…
Travel
Shop
Read
Surf the
Internet
Watch
TV

6. Offer
100%
natural
products
Advertise
where she
is likely to
notice
Offer her
ideal night
cream
Reach her
where she
shops for
creams
Attract her
the way she
likes

7. What to Offer?

8. Offer
100%
natural
products
Advertise
where she
is likely to
notice
Offer her
ideal night
cream
Reach her
where she
shops for
creams
Attract her
the way she
likes

9.  Do you have a preference for night creams
with natural formula?
CA – Utility for natural night cream
30% or Less Natural
0.000
18%
60% Natural
YES
0.132
100% Natural
0.253
0.000
0.100
0.200
82%
NO
0.300
 What you put on your face should be
healthy and natural
4%
Strongly agree
Somewhat agree
33%
63%
Neither agree nor
disagree
Somewhat
disagree
Strongly disagree
 Perceptual Map – Weakness of Lancôme

10. Launch a Night Cream with 100% Natural Ingredients
Night Cream
100% Natural Ingredients
Pûre

11. Offer
100%
natural
products
Advertise
where she
is likely to
notice
Offer her
ideal night
cream
Reach her
where she
shops for
creams
Attract her
the way she
likes

12. Feature ‘happiness’ level
Bottle Type Pump
How often do you buy night cream?
0.123
Bottle Type Tube
0.153
Bottle Type Jar
0.208
Texture Lotion
Once a Year
19%
0.195
Texture Cream
0.208
Texture Gel
0.215
Discount Every Month
0.208
Discount Every 6 Months
0.238
Discount Once a Year
0.246
Unique Benefit Tone Correcting
0.241
Unique Benefit Deep Hydrating
0.267
Price $90-100/1.7 fl oz
0.208
Price $40-50/1.7 fl oz
0.373
Price $20-30/1.7 fl oz
0.408
How much do you spend on a night cream per
purchase?
More than $100
4%
Less than $20
0%
$20-29
12%
$70-79
2%
$60-69
6%
50%
Once in 6 months
0.208
Unique Benefit Anti-aging
$90-99
6%
Once in 3
Month
31%
$80-89
8%
$30-39
22%
$50-59
26%
$40-49
14%
Lancôme is perceived as an expensive brand

13. Offer her ideal night cream
Jar
Cream
Deep Hydrating
$ 40 - 50
Discount Every
6 Months

14. Offer
100%
natural
products
Advertise
where she
is likely to
notice
Offer her
ideal night
cream
Reach her
where she
shops for
creams
Attract her
the way she
likes

15. Where do you usually shop for night cream?
Utility for location when purchasing night
cream
28.57%
30%
26.19%
23.81%
25%
20%
0.253
Sold at Boutique
14.29%
15%
10%
7.14%
0.266
Sold at Drug Store
5%
0%
Drug Store
Department
Store
Boutique
Stores
Online retailer Online (official
company site)
0.319
Sold at Department Store
“Street Spas” or
Retail Spas are
becoming more
popular.
Harrods launches
Urban Retreat – its
own day spa
L'Occitane
The Body Shop
Pure
Source: Euromonitor Industry Report “Still
Pampering? Opportunities and Challenges Facing
the Global Spa and Beauty Industry

16. Reach her where she shops for creams

17. How?

18. Offer
100%
natural
products
Advertise
where she
is likely to
notice
Offer her
ideal night
cream
Reach her
where she
shops for
creams
Attract her
the way she
likes

19. Which of the following magazines do you read?
39
Your favorite activities
44
Fashion magazine
23
22
Shopping
43
39
37
34
20
14
23
14
20
9
5
5
14
2
11
11
1
I remember advertisements I see here?
50
Online
45
Which of the following factors play a role in your
purchase decision?
48
40
38
Promotion-gift with purchase
32
35
26
30
25
25
22
20
15
8
20
15
10
5
0
Online
Magazines Television Billboards
Radio
None of the above
4
1

20. Advertise where she is likely to notice
Fashion
Magazine
In store
Advertise
Online
Advertise
Promotion
(Giving free
samples)

21. Offer
100%
natural
products
Advertise
where she
is likely to
notice
Offer her
ideal night
cream
Reach her
where she
shops for
creams
Attract her
the way she
likes

22. Which of the following magazines do you read?
39
44
Fashion, Travel
23
22
Your favorite activities
Travel
43
39
37
34
23
20
14
14
14
9
5
5
Do you have a preference for night creams with
natural formula?
18%
YES
NO
82%
20
11
11
1
2
Do you consider yourself to be leading a healthy life?
14%
38%
Yes
Maybe
48%
No

23. How to attract her by advertisements
Fashion
Travel
Natural
Healthy
Combing these elements in the advertisements.

28. Story Told…

29. Perception
of Lancôme
Brand
Preference
for Natural
Night
Creams
Willingness
to Purchase

30. Offer
100%
natural
products
Advertise
where she
is likely to
notice
Offer her
ideal night
cream
Reach her
where she
shops for
creams
Attract her
the way she
likes

31. Thank You
Q&A

32. Appendix

33. What kinds of skin care products do you use? Please choose all that apply.
PM Seg1
PM Seg2
120.0%
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
100.0%
80.0%
60.0%
40.0%
20.0%
0.0%
Face
Face
Cleanser Toner
Face Cleanser Toner erum
Face
S
Day Cream Screen Cream Cream
Sun
Night
Eye
Masks
CA Seg1
120.0%
100.0%
80.0%
60.0%
40.0%
Serum
Day
Sun
Night
Cream Screen Cream
Eye
Cream
Masks
CA Seg2
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
0.0%
20.0%
10.0%
Face Cleanser TonerSerumDay Cream Screen Cream CreamMasks 0.0%
Face
Sun
Night
Eye
Face Cleanser TonerSerumDay Cream Screen Cream CreamMasks
Face
Sun
Night
Eye

34. How regularly do you use night cream?
I don't use a
night
cream, 12.9%
PM Seg1
6-7 nights a
week, 8.0%
PM Seg2
4-5 nights a
week, 24.0%
2-3 nights a
week, 12.9%
4-5 nights a
week, 16.1%
6-7 nights a
week, 58.1%
I don't use a
night
cream, 56.0%
2-3 nights a
week, 8.0%
1 night a
week
only, 4.0%
CA Seg1
I don't use a
night
cream, 11.1%
CA Seg2
6-7 nights a
week, 14.8%
2-3 nights a
week, 22.2%
6-7 nights a
week, 44.4%
I don't use a
night
cream, 44.4%
4-5 nights a
week, 11.1%
2-3 nights a
week, 18.5%
4-5 nights a
week, 22.2%
1 night a
week
only, 11.1%

35. How regularly do you use night cream?
PM Seg1
PM Seg2
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
60.0%
50.0%
40.0%
30.0%
20.0%
I find it
I feel
I don't I haven't I don't like
too
night have time found the to wear
expensive creams
to use
right
anything
don't work night
product
on my
cream
skin at
night
10.0%
0.0%
CA Seg1
My other Other
skin care (please
products specify)
are good
enough
CA Seg2
70.0%
80.0%
60.0%
70.0%
50.0%
60.0%
40.0%
50.0%
40.0%
30.0%
30.0%
20.0%
20.0%
10.0%
10.0%
0.0%
0.0%
I find it too I feel night I don't I haven't I don't like
expensive creams have time found the to wear
don't work to use
right
anything
night
product
on my
cream
skin at
night
My other Other
skin care (please
products specify)
are good
enough
I find it too I feel night I don't
I haven't I don't like
expensive creams have time found the to wear
don't work to use
right
anything
night
product
on my
cream
skin at
night
My other
skin care
products
are good
enough
Other
(please
specify)

36. How often do you purchase a night cream?
PM Seg1
PM Seg2
Once a year
4%
Once a
month
7%
Once a
year, 27.3%
Once in 6
months
26%
Once in 3
months
63%
CA Seg1
Once a
year, 4.2%
Once a
month, 8.3%
Once in 3
months, 27.3%
Once in 6
months, 45.5%
CA Seg2
Once a
year, 13.3%
Once in 6
months, 37.5
%
Once in 3
months, 33.3%
Once in 3
months, 50.0
%
Once in 6
months, 53.3%

37. On average, how much do you spend on a night cream per purchase? Please choose one.
PM Seg1
$80-89
7%
$90-99 $100-110
4%
4%
$70-79
4%
$20-29
15%
$60-69
11%
$50-59
26%
CA Seg1
PM Seg2
More than
$110, 4.2%
$90-99, 8.3%
$30-39
11%
Less than
$20, 18.2%
$5059, 18.2%
$20-29, 9.1%
$40-49
18%
$20-29, 8.3%
$7079, 9.1%
$3039, 18.2%
$4049, 27.3%
CA Seg2
$90-99, 6.7%
$60-69, 6.7%
$8089, 8.3%
$5059, 13.3%
$60-69, 4.2%
Less than
$20, 26.7%
$30-39, 33.3%
$50-59, 25.0%
$4049, 13.3%
$4049, 8.3%
$20-29, 6.7%
$3039, 26.7%

38. Where do you usually shop for night creams? Please choose all that apply.
PM Seg1
PM Seg2
70.0%
60.0%
60.0%
50.0%
50.0%
40.0%
40.0%
30.0%
30.0%
20.0%
20.0%
10.0%
10.0%
0.0%
0.0%
Drug Store Department
Store
Boutique
Stores
Online
retailer
Drug Store
Online
(official
company
site)
CA Seg1
Department
Store
Boutique
Stores
Online retailer Online (official
company site)
Department
Store
Boutique
Stores
Online retailer Online (official
company site)
CA Seg2
80.0%
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Drug Store Department
Store
Boutique
Stores
Online
retailer
Online
(official
company
site)
Drug Store

39. PM Seg1
PM Seg2
Do you have a preference for night creams with natural
formula?
Do you have a preference for night creams with natural
formula?
No
18%
No
26%
Yes
74%
CA Seg1
Yes
82%
CA Seg2
Do you have a preference for night creams with natural
formula?
Do you have a preference for night creams with natural
formula?
No
27%
No
29%
Yes
71%
Yes
73%

40. PM Seg1
PM Seg2
What is the highest level of education you have completed
0% 0%
What is the highest level of education you have completed?
0%
Less than high school
degree
6%
10%
0%
0%
8%
High school degree or
equivalent (e.g., GED)
0%
Less than high school
degree
4%
High school degree or
equivalent (e.g., GED)
Some college but no
degree
32%
Some college but no degree
Associate degree
Associate degree
Bachelor degree
Bachelor degree
23%
61%
Graduate degree
56%
Graduate degree
Doctorate degree
Doctorate degree
CA Seg1
CA Seg2
What is the highest level of education you have completed?
0% 0%
7%
4%
0%
What is the highest level of education you have completed?
Less than high school
degree
0% 0%
4%
7% 4%
High school degree or
equivalent (e.g., GED)
Less than high school
degree
15%
Some college but no
degree
High school degree or
equivalent (e.g., GED)
Some college but no degree
Associate degree
52%
37%
Associate degree
Bachelor degree
Bachelor degree
Graduate degree
Doctorate degree
Graduate degree
70%
Doctorate degree

41. PM Seg1
PM Seg2
What is your your annual household income?
Prefer not to
answer
19%
Under
$19,999
13%
$100,000 and
above
10%
$80,000 to
$99,999
6%
$60,000 to
$79,999
16%
What is your your annual household income?
$100,000 and
above
4%
$20,000 to
$39,999
13%
Prefer not
to answer
12%
$80,000 to
$99,999
20%
$40,000 to
$59,999
23%
$60,000 to
$79,999
20%
CA Seg1
$20,000 to
$39,999
20%
$40,000 to
$59,999
20%
CA Seg2
What is your your annual household income?
$100,000 and
above
11%
Prefer not to
answer
19%
$80,000 to
$99,999
7%
$60,000 to
$79,999
11%
Under
$19,999
22%
$100,000 and
above
4%
$20,000 to
$39,999
11%
$40,000 to
$59,999
19%
What is your your annual household income?
Under
Prefer not $19,999
to answer 11%
15%
$80,000 to
$99,999
15%
$60,000 to
$79,999
22%
$20,000 to
$39,999
22%
$40,000 to
$59,999
11%
Under
$19,999
4%

42. PM Seg1
PM Seg2
What is your marital status?
What is your marital status?
0%
0% 0%
0%
0%
3%
24%
20%
Single
Single
Married
Married
Widowed
Widowed
Divorced
Divorced
Separated
Separated
76%
77%
CA Seg1
CA Seg2
What is your marital status?
0%
0%
What is your marital status?
0%
0%
19%
0%
0%
22%
Single
Married
Married
Widowed
Widowed
Divorced
Divorced
Separated
81%
Single
Separated
78%

43. PM Seg1
PM Seg2
Which of the following factors play a role in your night cream
purchase decision? Please choose all that apply.
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Which of the following factors play a role in your night cream
purchase decision? Please choose all that apply.
CA Seg1
None of the above
Sales
Representatives
TV Commercials
Magazine
Advertisements
CA Seg2
None of the above
Friends or Family
Recommendations
Magazine
Advertisements
Beauty Blogs
Online
Advertisements
None of the above
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Friends or Family
Recommendations
Promotions (eg.
free samples, gift…
Magazine
Advertisements
Beauty Blogs
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Promotions (eg.
free samples, gift…
Which of the following factors play a role in your night cream
purchase decision? Please choose all that apply.
Which of the following factors play a role in your night cream
purchase decision? Please choose all that apply.
Online
Advertisements
Beauty Blogs
Online
Advertisements
None of the above
Sales
Representatives
TV Commercials
Magazine
Advertisements
Beauty Blogs
Online
Advertisements
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

44. PM Seg1
PM Seg2
I remember advertisements I see here (Check all that apply):
90.0%
I remember advertisements I see here (Check all that apply):
60.0%
80.0%
50.0%
70.0%
60.0%
40.0%
50.0%
30.0%
40.0%
30.0%
20.0%
20.0%
10.0%
10.0%
0.0%
0.0%
Online Television Radio MagazinesBillboards of Other (please specify)
None the above
CA Seg1
Online Television Radio Magazines
Billboards of Other (please spe
None the above
CA Seg2
I remember advertisements I see here (Check all that apply):
I remember advertisements I see here (Check all that apply):
90.0%
70.0%
80.0%
60.0%
70.0%
60.0%
50.0%
50.0%
40.0%
40.0%
30.0%
30.0%
20.0%
20.0%
10.0%
10.0%
0.0%
0.0%
Online Television Radio MagazinesBillboards of Other (please specify)
None the above
Online Television Radio Magazines
Billboards of Other (please spe
None the above

45. PM Seg1
PM Seg2
How much do you agree with the following statement: Night
cream is the most important skin care product for my skin
How much do you agree with the following statement: Night
cream is the most important skin care product for my skin
Strongly agree
Strongly agree
Somewhat agree
Somewhat agree
Neither agree nor
disagree
Somewhat disagree
Neither agree nor
disagree
Somewhat disagree
CA Seg1
CA Seg2
How much do you agree with the following statement: Night
cream is the most important skin care product for my skin
How much do you agree with the following statement: Night
cream is the most important skin care product for my skin
Strongly agree
Strongly agree
Somewhat agree
Somewhat agree
Neither agree nor
disagree
Somewhat disagree
Neither agree nor
disagree
Somewhat disagree

46. PM Seg1
PM Seg2
How much do you agree with the following statement: What you
put on your face should be healthy and natural
How much do you agree with the following statement: What
you put on your face should be healthy and natural
Strongly agree
Strongly agree
Somewhat agree
Somewhat agree
Neither agree nor
disagree
Somewhat disagree
Neither agree nor
disagree
Somewhat disagree
CA Seg1
CA Seg2
How much do you agree with the following statement: What you
put on your face should be healthy and natural
How much do you agree with the following statement: What
you put on your face should be healthy and natural
Strongly agree
Strongly agree
Somewhat agree
Somewhat agree
Neither agree nor
disagree
Somewhat disagree
Neither agree nor
disagree
Somewhat disagree

47. PM Seg1
PM Seg2
Do you consider yourself to be leading a healthy lifestyle?
Do you consider yourself to be leading a healthy lifestyle?
Yes
Yes
Maybe
Maybe
No
No
CA Seg1
CA Seg2
Do you consider yourself to be leading a healthy lifestyle?
Do you consider yourself to be leading a healthy lifestyle?
Yes
Yes
Maybe
Maybe
No
No

48. PM Seg2
Which of the following magazines do you read? Please choose
all that apply.
CA Seg2
Which of the following magazines do you read? Please choose
all that apply.
None of the above
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Sports Magazine
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Which of the following magazines do you read? Please
choose all that apply.
News Magazines
CA Seg1
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Celebrity News
Magazines
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Which of the following magazines do you read? Please
choose all that apply.
Fashion Magazines
PM Seg1

49. PM Seg1
PM Seg2
Which of the following are your favorite activities? Please
choose all that apply.
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Which of the following are your favorite activities? Please
choose all that apply.
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
CA Seg1
CA Seg2
Which of the following are your favorite activities? Please
choose all that apply.
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Which of the following are your favorite activities? Please
choose all that apply.
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%

50. Perceptual Map – Segment 1

51. Perceptual Map – Segment 1

52. Perceptual Map – Segment 2

53. Perceptual Map – Segment 2

54. Conjoint Analysis Seg1
Feature Importance Seg1
Price per
size
29%
Ingredient
30%
0%
0%
0%
Bottle Type
12%
0%
Unique
Place
Benefit
(Sold at)
0% 8%
13%
0%
Discount
frequency
0%
0%
0%
0%
5%
0%
0%
Conjoint Analysis Seg2
Texture
3%
Feature Importance Seg2
0%
0%
Price
39%
0%
Unique
0%
Benefit
10% 0%
Natural
Ingredient
32%
0%
Discount
0% Frequency
2%
0%
Bottle
0%
Sold
0%
0%
Type
Texture
Place
3%
0%
4%
8% 0% 0%