Case Study: Consumer Goods | Market Opportunities & Innovation

1. 1© Rekhaprocity Labs | Case studies
Addressing emerging customer needs in the cosmetics market
A leading
cosmetics and
beauty products
company.
Situation
Our client wanted to identify innovation spaces within the makeup remover category. It also
wanted to assess the market potential of hybrid products such as two-in-one makeup
remover and face cleansers.
Approach
We kicked off the research by exploring how women between 20 and 59 years old view
makeup remover. We conducted six focus groups with six respondents per group and
three days of 30-minute online interviews with 12 respondents.
Using our predictive benefit framework, we segmented the benefits the respondents
sought from makeup removal products. Based on these insights, we recommended
approaches to developing innovative products.
We also examined trends in the makeup removal market and closely related categories for
insights into the benefits and needs that are influencing consumers currently and possibly
in the future.
Outcome
Our study gave the client a consumer-centric lens through which it could view current
trends in the makeup remover and cleanser category. It also identified a range of emerging
“benefit spaces” where the company could address new and future customer needs with
new products and benefits. The insights gave the beauty products firm direction and
inspiration for strategy and innovation development.
Consumer Goods | Market Opportunities and Innovation
We helped a beauty company in Japan
find white spaces for innovation in the
makeup remover and cleanser category.