logo
Southpaw Insights
  • About Southpaw
    • Our Team
    • Diversity & Inclusion
    • What We Believe
    • What Clients Say
  • Case Studies
  • Our Work
  • Blog
  • LinkedIn
  • Contact Us
Home Case Study: Inclusivity in Beauty

Exploring expression outside of the mainstream

Closeup of a woman applying a lip balm on her lip
  • Challenge
  • Approach
  • Result

Challenge

In a world where inclusivity is an expectation, a major beauty brand wanted to understand “Beauty Transformers” – users of makeup who push their appearance beyond the narrow definitions of current social norms. Our client was interested in learning more about the “Futures of Beauty” from these fascinating, creatively cutting-edge individuals.

Approach

We conducted a quant study of 300 hard-to-reach, non-mainstream consumers (followed by a qualitative deep dive) to understand what they see as the functions of makeup and skincare and how it relates to their own personal needs and modes of expression – from hormones to invasive surgeries. Because of the recruiting challenges we faced, SPI could not rely on standard research panels but instead used targeted social media advertising to invite potential respondents to join the study. We started with 100 each from three core audiences: Latina women who use make-up/skincare to embrace their heritage; Consumers who use make-up/skincare to enhance their gender expression; and women who use medical procedures in the name of beauty.
Our quantitative work was deepened by a qualitative online community board in which 6-7 people from each segment shared with us their very personal, intimate experiences and feelings through the use of creative online tools (e.g., photo sharing, collages, videos, “Mad-Lib” style exercises, etc.).

Result

Not only did we deliver separate findings for each of the three groups to our client, but we also laddered up our insights to provide an understanding of what these people have in common across ethnicity, gender-identification, age, and personal styles /needs. Through the fresh, new perspectives shared by our respondents, our client learned that in order to deliver to customers on the “Futures of Beauty”, they need to embrace greater fluidity, openness and diversity in both new product development and marketing.

Exploring Expression Outside of the Mainstream

Challenge: In a world where inclusivity is an expectation, a major beauty brand wanted to understand “Beauty Transformers” – users of makeup who push their appearance beyond the narrow definitions of current social norms. Our client was interested in learning more about the “Futures of Beauty” from these fascinating, creatively cutting-edge individuals.

Approach:  We conducted a quant study of 300 hard-to-reach, non-mainstream consumers (followed by a qualitative deep dive) to understand what they see as the functions of makeup and skincare and how it relates to their own personal needs and modes of expression – from hormones to invasive surgeries. Because of the recruiting challenges we faced, SPI could not rely on standard research panels but instead used targeted social media advertising to invite potential respondents to join the study. We started with 100 each from three core audiences: Latina women who use make-up/skincare to embrace their heritage; Consumers who use make-up/skincare to enhance their gender expression; and women who use medical procedures in the name of beauty.

Our quantitative work was deepened by a qualitative online community board in which 6-7 people from each segment shared with us their very personal, intimate experiences and feelings through the use of creative online tools (e.g., photo sharing, collages, videos, “Mad-Lib” style exercises, etc.).

Result: Not only did we deliver separate findings for each of the three groups to our client, but we also laddered up our insights to provide an understanding of what these people have in common across ethnicity, gender-identification, age, and personal styles /needs. Through the fresh, new perspectives shared by our respondents, our client learned that in order to deliver to customers on the “Futures of Beauty”, they need to embrace greater fluidity, openness and diversity in both new product development and marketing.

MORE CASE STUDIES

Case Study: Health Communications
Health & Wellness
Case Study: Health Communications
More
Case Study: Retail
Retail
Case Study: Retail
More
Case Study: Retail
Retail
Case Study: Retail
More
Boy (4yrs) looking out of car window
Retail
Case Study: User Experience
More
Case Study: Health and Wellness
Health & Wellness
Case Study: Health and Wellness
More
Case Study: Health OTC
Health & Wellness
Case Study: Health OTC
More
Case Study: Environmental Issues
Environmental
Case Study: Environmental Issues
More
Case Study: Brand Communications
Branding
Case Study: Brand Communications
More
Case Study: Retail
Retail
Case Study: Retail
More
Case Study: Family Dining and Entertainment
Entertainment
Case Study: Family Dining and Entertainment
More
Case Study: Healthcare Brand Perceptions
Health & Wellness
Case Study: Healthcare Brand Perceptions
More
Case Study: E-Commerce
Retail
Case Study: E-Commerce
More
Case Study: Central Location Test
Food & Beverage
Case Study: Central Location Test
More
Case Study: User Experience
Retail
Case Study: User Experience
More
Case Study: Health & Wellness
Health & Wellness
Case Study: Health & Wellness
More
Case Study: Professional Association
Professional Association
Case Study: Professional Association
More
Case Study: Retail
Retail
Case Study: Retail
More
Case Study: Central Location Test
Food & Beverage
Case Study: Central Location Test
More
Case Study: E-Commerce
Retail
Case Study: E-Commerce
More
Case Study: Central Location Test
Food & Beverage
Case Study: Central Location Test
More
Case Study: User Experience
Retail
Case Study: User Experience
More
Case Study: Media
Media & Advertising
Case Study: Media
More
Assortment of authentic fresh baked New York style bagels with s
CPG
Case Study: CPG
More
Case Study: Specialized Medical Advertising
Media & Advertising
Case Study: Specialized Medical Advertising
More
Case Study: Higher Education
Higher Education
Case Study: Higher Education
More
Case Study: Women’s Health
Health & Wellness
Case Study: Women’s Health
More
Asian doctor talking the patient at clinic while using the tablet explaining the patient condition and the treatment result.
Health & Wellness
Case Study: Health & Wellness
More
medicine. multinational people - doctor, nurse and surgeon. a group of faceless doctors. medical advertisement design. background wide promotional banner
Health & Wellness
Case Study: Pharmaceutical
More
Case Study: Automotive/Branding
Automotive
Case Study: Automotive/Branding
More
Case Study: Pet Supplies
Product Development
Case Study: Pet Supplies
More
Happy young two black women lying down in the couch watching tv
Media & Advertising
Case Study: Media
More
Case Study: Media / Online Bulletin Board
Media & Advertising
Case Study: Media / Online Bulletin Board
More
Case Study: Health Communications
Health & Wellness
Case Study: Health Communications
More
Case Study: Retail
Retail
Case Study: Retail
More
Case Study: Retail
Retail
Case Study: Retail
More
Boy (4yrs) looking out of car window
Retail
Case Study: User Experience
More
Case Study: Health and Wellness
Health & Wellness
Case Study: Health and Wellness
More
Case Study: Health OTC
Health & Wellness
Case Study: Health OTC
More
Case Study: Environmental Issues
Environmental
Case Study: Environmental Issues
More
Case Study: Brand Communications
Branding
Case Study: Brand Communications
More
Case Study: Retail
Retail
Case Study: Retail
More
Case Study: Family Dining and Entertainment
Entertainment
Case Study: Family Dining and Entertainment
More
Case Study: Healthcare Brand Perceptions
Health & Wellness
Case Study: Healthcare Brand Perceptions
More
Case Study: E-Commerce
Retail
Case Study: E-Commerce
More
Case Study: Central Location Test
Food & Beverage
Case Study: Central Location Test
More
Case Study: User Experience
Retail
Case Study: User Experience
More
Case Study: Health & Wellness
Health & Wellness
Case Study: Health & Wellness
More
Case Study: Professional Association
Professional Association
Case Study: Professional Association
More
Case Study: Retail
Retail
Case Study: Retail
More
Case Study: Central Location Test
Food & Beverage
Case Study: Central Location Test
More
Case Study: E-Commerce
Retail
Case Study: E-Commerce
More
Case Study: Central Location Test
Food & Beverage
Case Study: Central Location Test
More
Case Study: User Experience
Retail
Case Study: User Experience
More
Case Study: Media
Media & Advertising
Case Study: Media
More
Assortment of authentic fresh baked New York style bagels with s
CPG
Case Study: CPG
More
Case Study: Specialized Medical Advertising
Media & Advertising
Case Study: Specialized Medical Advertising
More
Case Study: Higher Education
Higher Education
Case Study: Higher Education
More
Case Study: Women’s Health
Health & Wellness
Case Study: Women’s Health
More
Asian doctor talking the patient at clinic while using the tablet explaining the patient condition and the treatment result.
Health & Wellness
Case Study: Health & Wellness
More
medicine. multinational people - doctor, nurse and surgeon. a group of faceless doctors. medical advertisement design. background wide promotional banner
Health & Wellness
Case Study: Pharmaceutical
More
Case Study: Automotive/Branding
Automotive
Case Study: Automotive/Branding
More
Case Study: Pet Supplies
Product Development
Case Study: Pet Supplies
More
Happy young two black women lying down in the couch watching tv
Media & Advertising
Case Study: Media
More
Case Study: Media / Online Bulletin Board
Media & Advertising
Case Study: Media / Online Bulletin Board
More

WANT TO HEAR MORE? GET IN TOUCH

logo
All content copyright 2014-2022, Southpaw Insights. Reuse or reprinting of anything on this site is prohibited without written permission. Portrait photography by Kari Otero Photography.
logo