Industrial actors in beauty and health sectors are constantly proposing innovations, either for maintaining a competitive advantage or for regulatory reasons, these latter being more and more constraining for manufacturers.
By using active ingredients always more efficient and more targeted, cosmetic manufacturers offer new textures, new fragrances or innovative surface aspects to consumers. These sensory innovations provide new sensations, an increased comfort at usage but most of all, they are inseparable from products efficacy perceived by consumers: a too liquid texture, a color not intense enough or a too strong fragrance are sensory features which will convey, sometimes even unconsciously, a lack of efficacy of the products.
It is thus key for cosmetic industrials to understand, at the most early stage of development of their products, what the key expected benefits are for consumers and which sensory features drive liking, choice but also perceived efficacy. Consumer studies have thus to be adapted to cosmetics’ peculiarities like specific hair and skin targets, specific experimental designs or specific stages of evaluation in order to provide relevant outputs on products and gain insights on consumers.
For example, temporality is inherent to cosmetic products and has to be taken into account when asking consumers to evaluate them. It is common to ask consumers to judge the product at first sight (appearance, texture, fragrance), then during application, then after removal, and finally after several units of time (minutes, hours, days, etc.). In this respect, cosmetics developers often distinguish usage qualities of the product and its results after application, usually called cosmetic performance or “cosmeticity.”
For more than 30 years, Biofortis has been putting the consumer at the most early stage of product development, to help industrials develop successful innovations: a product in affinity with its marketing mix and with target consumers’ expectations. At the global level and among various categories, Biofortis offers tailor-made innovative solutions mixing consumer research & sensory analysis to go beyond liking and understand consumer’s uncovered needs.
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