Addressing Emerging Customer needs in the Cosmetic Market
Case Study Summary: Innovation Strategy for a Cosmetics Company
Client:
A leading cosmetics and beauty products company.
Objective:
To identify innovation opportunities in the makeup remover category.
To evaluate the market potential of hybrid products, such as two-in-one makeup removers and face cleansers.
Approach:
Target group: Women aged 20–59.
Research methods included:
6 focus groups (6 participants each).
3 days of 30-minute online interviews with 12 respondents.
Used Rekhaprocity Labs’ predictive benefit framework to:
Segment the types of benefits consumers seek from makeup removal products.
Explore current and emerging trends in related beauty and skincare categories.
Outcome:
Delivered a consumer-centric view of market trends.
Identified emerging “benefit spaces” where innovation could address new or unmet consumer needs.
Provided strategic insights and product development direction to help the client shape future innovations in the makeup remover and cleanser market.
Sector:
Consumer Goods | Focus on Market Opportunities and Innovation
Contact:
Shikha Dalmia | info@rekhaprocitylabs.com
