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MeadWestvaco (MWV) released findings from its new Skincare Research & Insights Study, which explores the five-step ritual that grounds consumer facial skin care routines and shows that product packaging enhances the sensorial experience of each step.
MWV initiated the qualitative study to deepen its understanding of the role of packaging in the skin care category across international markets. Company researchers conducted 23 in-depth ethnographies and 16 two-hour focus groups with a total of 120 participants across Brazil, China, France, South Korea, the U.K. and the U.S. The study revealed skin care consumers do not identify themselves or products by price point (mass, masstige, prestige) but by the sensorial experience of the five-step ritual: cleanse, moisturize/hydrate, renew/brighten, protect and beauty base. Each step evokes a specific experience, and those brand perceptions and feelings can be influenced by the packaging.
“At MWV, we study the way consumers interact with packaging the way our customers study their preferences for what’s inside,” said Kristy Hooper, global marketing manager, skin care and Cosmetics, MWV. “Through our skin care insights study, we discovered how deeply ingrained the skin care ritual is across the globe. Understanding the role of packaging in that sensorial and emotional experience is fundamental to how we innovate.”