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.