Summing up ethical beauty in 20 words (or less)

Ethical beauty is a widely used, but not widely understood term. That’s not very helpful if you’re tasked with talking about it to consumers, or with developing new products which meet consumer expectations.

Working with a global beauty company, we carried out the mother of all drivers’ analyses across multiple and hugely different markets around the world (and among a diverse group of consumers spanning a broad range of demogs and appetite for beauty).

The study brought clarity to the stakeholders, enabling the marketing team to talk more persuasively about their products and for R&D to develop products which better align with what consumers want in this space.