A global aesthetics brand wanted to gain a deeper understanding of the patient experience of facial skin care as it relates to both products and procedures.
To better understand portfolio opportunities and the role of brand, the client sought to identify key emotional drivers and barriers throughout the customer journey, along with corresponding strategic opportunities.
Through experience design and ethnographic interviewing techniques, we learned how people struggle to cultivate a healthy attitude towards the realities of their face and skin and signs of aging. They simultaneously struggle with perceived imperfections, significant skin conditions, and how their appearance aligns with their beauty ideals.
Ethnographic interviews and online journals to immerse ourselves in people’s lives and understand their deepest needs.
Fueled by multiple layers of analysis and research, we identified four critical business themes that captured the experiences, values, and behaviors in the skin category. These included a detailed assessment of the opportunities based on the roles of: brand, product vs procedure, retail versus dermatology, the impact of digital vs traditional retail. The client was left with a clear picture of both the barriers and the opportunities that they face as they build their long term business plans.
"This gives the team a much clearer picture of both the opportunities and also some of the adjustments we will need to make as a business."
- Senior Director, Research