Contents
The group -who are they and what do they use?
Beauty – Main aspects
– What is beauty?
– My daily regime
– Shopping for my brands
– Product Hierarchy
Skin Care
– Expected benefits
– Recommendations
Hair care
– The products and brands I use
©XPotential 2008 2

The Group
Currently buy and use skin care AND hair care products personally
Buy skin and hair care products from department stores/
perfumeries/ speciality stores
NB: They may also buy from other stores
Spend more than £20.00 on skin care products in an average
month
Buy hair care products at least twice a month
Mainly buy premium skin care brands
N.B: may also purchase mainstream skin care brands
Heavy users of Hair care products (including shampoo, conditioner
and styling products)
Open to trying new products and brands
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The Group
Name Likes Age SEG Main Products used
Erica Stay at home mum with a 7 month old 32 B L’Oreal, NIVEA, Oil of Ulay,
baby, her passion is Henry her son, she Benefit, Clarins, Dermalogica,
likes to travel and likes clothes and beauty Lacome, Molton Brown
products.
Claire Works in the bridal business for men, her 32 C1 Simple, Aveda, Benefit,
passion is travel and beauty products. She Clarins, E’spa, Eve Lom, La
has two cats. Prairie, Lacome, Molton Brown,
Origins
Lisa Has two children, is working a a teachers 38 B Boots, NIVEA, Clarins, Clinique
assistant at the moment. She enjoys
shopping in Windsor particularly for clothes
and visiting new places.
Emily Likes cooking, eating out and going to 31 B Body Shop, Boots, L’Oreal,
musicals, she has no family but would like NIVEA, Clinique, Molton
to get a cat. Brown, The Sanctauary
Sue Married with two children, five rats, a cat. 38 C2 Boots, Clarins, Lacome, Roc
She does not shopping, her knowledge of
beauty products is very basic, most of her
time is taken up with work, family and the
house. She works with soft furnishings.
Kerstie Has three boys, twins who are 12 and an 36 C1 Johnson & Johnson, NIVEA,
11 year old who take up most of her time, Clarins, The Sanctuary
she also has dogs who take up the rest of
her free time
Stephanie Works as a PA for BMW. She is single. 31 B Boots, Garnier, Boots, L’Oreal,
Oil of Ulay, Ponds, Aveda,
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Benefit 4

What is Beauty?
Women have a very holistic view of what beauty is:
It's everything about ME – hair, make-up, clothes – and products to help them...
The inner and outer aspects of beauty influence each other: The real me is a balance of how I
(want to) feel about myself and how I (want to) look to others
“...how you want to
“...makes you present yourself to
feel fantastic”
Image other people”
INSIDE
Feeling
My confidence
My benefit OUTSIDE • My outer beauty
How I see myself • My look
For me • My portrait
The person within • Looking after yourself
How I feel about myself
The real ME
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My Daily Regime
Due to a hectic lifestyle, most take much less than half an hour in the morning to
get ready.
Time is the big factor and it has to be quick.
For going out, a longer routine is allowed, while weekends are more relaxing.
Women's daily regime is dictated by time pressure
Morning:
10 – 20 min
Shower – teeth – hair (dryer) – moisturiser - make-up
Evening:
Very quick routine
5-10 minutes
Teeth – remove make-up – moisturiser
Weekends, special occasions:
More relaxing, more time
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When shopping, skin care is much
higher on the agenda
Brand choice in skin care is very different from hair care.
While most are prepared to spend heavily on the central face care products, expensive hair
care products do not seem worth to go beyond basic.
Skin Hair
Top brands • Mainstream brands
– Estee Lauder, Clarins, – John Frieda, L'Oreal, Herbal
Clinique, La Prairie, Essences
Lancome, Chanel
• Boots, supermarkets, online
Department/ specialty stores
• Less expensive
More expensive
• Trying different products
Product/ brand loyal
• Offers, e.g. Boots 3 for 2
No fixed budget, will spend as
much as 'necessary'
“I have to make
sure it feels
good.”
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Product hierarchy
There is a clear hierarchy in terms of the importance of skin care products,
and this is reflected in the amount of money they are willing to spend.
Anti-ageing is the main driver.
Eye care
“Eyes – it's
where your age
shows first.”
importance
Moisturiser (look)
Hair
Cleansing/ toning (products)
Body moisturiser
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Product expectations for skin care are
high
– the perceived effect is most important
Skin care product are used for their effect – measured by the look and feel of the skin.
Good anti-ageing effects are only expected from the top brands.
RADIANT AND DEWY are key words here.
Important attributes:
Anti-ageing effect (only credible for top brands)
“If it's not for
Has sun factor my skin type I
For MY skin type will not try it.”
Proven effect (“has to work”)
It is important how the skin feels and looks:
IDEAL: smooth, radiant, dewy (“peachy”) “dewy”
Product must not be seen on the skin
Nice, healthy glow
NOT: dry, greasy or dull; flat or spotty
Smell is important: Care products: almost no smell “radiant”
(“bright, fresh) (especially face creams)
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Most are open to but careful about new
skincare products and brands
Unbiased recommendations are very important reasons to try new products and brands.
With expensive skincare, samples are crucial to make sure the product works and has no
negative effects.
Recommendations: Professionals (dermatologist), friends and family (mostly
mothers)
Influencers: celebrities, models “I have to make
Experience: brands used before sure it feels
good.”
Samples: very crucial!
Awards, GMTV “If it's new you
Magazines/ newspapers: editorials have to try it.”
– Hello, Glamour, Sunday magazines
See something new in the shop (will ask for samples)
Beautiful packaging (esp. cosmetics/ styling)
Negative experience will keep me “Once bitten
away from the brand twice shy.”
©XPotential 2008 10

Getting the right hair care products
Women especially always want to change the style of their hair, the colour
have a wave or straight and sleek
Women tend to regularly change their shampoos
• Don’t tend to stick to one brand “I want different
styles for
• It’s hard to find the right product different
• You should change you shampoo regularly occasions”
• Styling products are rarely the same brand as shampoo
and conditioner
• Will try new products on their hair rather than their face and will
experiment with colours
• Different styles for different occasions need different products
• Each type of hair needs the right product
• Especially important with curly, frizzy hair
• Moisturising Shampoos important, leave in conditioner then serum
• Fine hair products make curly hair go frizzy
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Why we buy
Recommendation or offer?
“Smell is the
• Products that are on offer most important
• Advice from hair dresser attribute”
• Easy to use bottles important
• Women tend to look for a product that smells good
• Packaging plays a small part in there decisions
• Like to shop at Sally's as “they help you choose the right product”
• To match my bathroom!
• If the conditioner is good they stick to it and buy the cheaper shampoo.
• They go back to what they are used to
• Says ‘Smooth’, ‘Shines’ or ‘Sleek’ on the bottle
©XPotential 2008 12

Our Credentials
XPotential is a brand focused strategy consultancy
that helps to align individuals, functions and
organisations throughout the world to create and
deliver Brand Value.
We work with some of the world’s biggest brands to
deliver outstanding results. We orientate individuals and
teams in the organisations to focus their responsibilities
to deliver value to their most important asset - their
brand. We are proud to have worked with over 30
companies in over 50 countries and touched tens of
thousands of individuals, delivering some of their most
impressive business results.
We do this through working closely with the leadership of
organisations to develop Brand Centric Vision and
Strategy through a deep understand of the challenges
and opportunities for the Brands and the Company, the
Brand Vision and the key audience for change.
We then design and implement a programme of brand
centric change including communication, engagement,
training and follow up. We have worked both cross
functionally and also through specific areas including
sales, supply chain, innovation, marketing, R&D, finance
and HR.
©XPotential 2008 13

“We align individuals, functions and
organisations, to create and deliver brand
equity”
XPotential (Brasil) XPotential (UK) XPotential (Thailand) Co.Ltd
Av. Divino Salvador, 716 4/5 Market Square Q-House Lumpini
Moema – Marlow Level 27, 1 South Sathorn Road
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CEP – 04078-012 SL7 3HH Bangkok 10120
Tel: +55 11 5051 9194 Tel: +44 1628 485847 Tel: +66 2610 3706
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contato@xpotential.com.br info@xpotential.co.uk info@xpotential.co.uk
http://www.xpotential.co.uk/
©XPotential 2008 14