Part 2 of our mini case study series using a one day bulletin board to ask a group of mums about their skin and the brands they use

1. Skincare 2
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…

2. Methodology
Online qual: 3 day bulletin board
May 2012
N=22
All mums aged between 30-45

3. Summing up our Mums
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
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
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

4. Types of skin
TYPE TONE
Sensitive 8 Very fair 3
Dry 0 Fair 8
Normal 7 Normal 7
Combination 3 Olive 1
Oily 1 Dark 0

5. Skincare brands using
Wipes Face washes
Moisturisers
Body lotions

6. Make-up brands using

7. …if you want any more info then
please contact:
camillavickerage@internetmr.com
richardclark@internetmr.com
01488 686050
@mrqual
www.mrqual.com