CONTEXT & OBJECTIVES
US R&D Department of a mega beauty brand wanted to better understand the emerging US Beauty tribes: behaviors, attitudes, social networks…in order to define and better target their marketing & innovation strategies.
PROJECT & BENEFITS
Not only did we decrypt 6 major consumer shifts that will dramatically the beauty market in the next 3-5 years, but we also identified 12 consumer tribes that will accelerate these changes.
For each of this tribe, we also defined the most promising innovation territories that we brought to life in terms of semantics, visuals, rituals.
This has been achieved by combining different methodologies and various sources of information’s analysis: consumer insights, social watching, sociocultural dynamics, aesthetic trends, foresight, semiotics…
