Our client was looking to enter the premium skincare category with a range of brand offerings with unique propositions. They needed to understand the Indonesian high-end skincare consumer in terms of lifestyle, drivers of choice, the role and needs for key product categories (including needs gaps) and shopping behaviours. They also wanted to gauge reaction to a number of brand and product concepts, in order to full prepare for the product launches.
With such broad and detailed objectives, we conducted a mixed methodological approach - consisting of social listening, online community with consumers across Indonesia, in home immersions, ethnography and focus groups. This gave us a very deep understanding on the target's needs of the sector, and with these results, our client was able to fine tune their brand and product offering and develop pipeline ideas for product launch strategies and communications.