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In the tricky world of skincare, the needs and preferences of consumers can vary significantly. As brands strive to meet the requirements of their customers, understanding these preferences is key to creating products that resonate with a wide audience.
The skincare industry, a multi-billion dollar market, is constantly evolving to cater to diverse consumer demands. From serums to moisturisers, consumers are inundated with options, each promising to be the ultimate solution for their skin concerns.
But when it comes to creating that perfect product, what do people really want?
Objective
To find out, we conducted two studies exploring the skincare habits of African American and Asian American consumers, aged 18 to 50.
We asked participants to describe their ideal skincare product, delving into their preferences for natural and organic ingredients, the importance of brand reputation and the role of ethical considerations in their purchasing decisions.
These insights revealed both shared values and distinct priorities that drive their choices.
Audience and Methodology
BoltChatAI conducted in-depth qualitative research, engaging with two distinct focus groups, African American and Asian American consumers across the United States. Participants were encouraged to imagine their dream skincare product, sharing their specific needs, concerns, and values when it comes to skincare.
Our chat guide included questions about the specific needs and values that shape the skincare choices of these two demographic groups, providing valuable insights for brands looking to cater to a diverse market.
Shared Values in Skincare
When asked to describe their dream skincare product, both African American and Asian American consumers placed a high value on effectiveness. Regardless of ethnicity, the primary concern was whether a product could deliver on its promises, particularly in addressing specific skin concerns like acne, dryness, or sensitivity.
Natural and organic ingredients were frequently mentioned, reflecting a broader trend towards health-conscious and environmentally friendly products.
Both groups also expressed a strong preference for cruelty-free products, underscoring a shared ethical stance on the treatment of animals in the beauty industry. While packaging was often seen as secondary to product efficacy, there was a growing interest in sustainable packaging.
Distinct Preferences and Priorities
Distinct preferences emerged when participants discussed their dream products. African American participants showed a strong preference for skincare products specifically tailored to their skin type.
For these consumers, brand reputation and the assurance that a product is designed with their specific needs in mind were crucial elements of their ideal product.
Asian American participants, on the other hand, demonstrated a more varied approach. While some valued the advancements in East Asian skincare, others prioritised individual skin suitability over ethnicity-based products.
This group also placed a higher emphasis on the aesthetic appeal of packaging, with many imagining their dream products to be a combination of functionality and visual appeal.
Ethical Considerations in Skincare
Ethical considerations were a significant factor in how participants envisioned their dream skincare products. African American consumers often emphasised the importance of natural ingredients, driven by concerns about skin sensitivity and long-term health effects.
They were particularly wary of artificial additives, preferring products that aligned with their health-conscious values.
Asian American consumers displayed a strong commitment to sustainability and cruelty-free practices in their dream products, with many willing to pay a premium for items that reflected these values.
Looking Ahead: Catering to Diverse Needs
As the skincare industry advances, it’s becoming increasingly important for brands to move beyond a one-size-fits-all approach. Brands that recognise and address the unique needs of different groups can position themselves at the forefront of innovation, developing products that resonate on a deeper, more personal level.
Want to uncover more about these insights? Click here to reveal the full report! Ready to get under the skin of your audience? Click that button in the top right and book a demo with our team today and let BoltChatAI help you discover what truly matters.
