Skin Characteristics and Perceptions of “Ideal Skin”

Now, a little bit about your skin. Please tell me what your main skin concerns are?

What problem do you encounter most often? How do you solve it?

What other skin problems do you think can occur?

Pick the five issues that you find most worrying and rank them in order. Why did you choose them?

3. Usage habits

What is your typical skin care routine? Please describe the steps in your home skin care routine.

How often do you use facial moisturizer? If less than once a day, probe: Why don't you use it more often?

What benefits do you expect from facial cream? Why do you think so?

What kind of facial cream do you use? Why do you use it?

4. Shopping habits

Now let's talk about your shopping preferences.

How often do you go shopping for facial cream? How often do you go?

Where do you usually buy facial cream?

Who do you buy skin care products for?

How many products do you usually buy each time you buy skin care products?

Please indicate the main factors that influence you when you choose to purchase a facial cream product.

Which factor is most important? Why?

What sources of information influence your purchasing decisions? (TV, newspapers, friends, etc.). Which source of information is the most important? Why?

5. Brand

What brand of facial cream have you used?

What brand are you using now? Why did you choose that brand?

What is your favorite brand? Why do you like it?

Now let's talk about 3 famous brands in the face cream market today: Pond's, Olay and Nivea.

When you think of Pond's, what image comes to mind? (Probe: If you think of Pond's as a person, what image and personality do you think that person has?

Same for Nivea and Olay.

When you think of Nivea, what image comes to mind?

When you think of Olay, what image comes to mind?

QUALITATIVE RESEARCH

GROUP DISCUSSION RESULTS

6. Group characteristics

Total number of participants: 12 people, divided into 2 groups Group 1: 18 – 35 years old

Group 2: 35 – 55 years old

7. Skin characteristics and perceptions of “Ideal Skin”

Characteristics of beautiful skin: smooth skin, rosy white skin, smooth skin, not rough, no acne, bright skin, radiant skin, firm skin, tight skin, no wrinkles, no melasma, freckles, even skin tone, soft and thin skin.

The characteristics considered most important in the two groups are different, but they have two most important points in common: smooth skin, rosy white skin,

White skin is considered bright, rosy white, acne-free, radiant skin.

White skin is considered very important because it creates a feeling of cleanliness, luxury, class, youthfulness, and cuteness.

Most people want their skin to become whiter. Ways to whiten your skin are: avoid the sun, wear a mask when going out, use skin whitening cream, use sunscreen, wash your face thoroughly and cleanly.

Conclusion about ideal skin: white, pink, smooth and youthful skin.

Skin problems that cause anxiety are acne-prone skin, oily skin, blackheads, dark skin, freckles, melasma, allergy-prone skin, wrinkles,

rough skin, bumpy skin, large pores, uneven skin tone, flaky skin, sagging skin, dark skin tone, lack of vitality.

The most worrying problems are acne, melasma/freckles, wrinkles, oily skin, and skin prone to allergies. These are the most worrying problems because they are easily visible, unsightly, have a great impact but are difficult to overcome, difficult to completely treat, and easily recur.

8. Usage habits

The usual skin care routine is to wash your face with a cleanser, then apply moisturizer. A few people also use toner before applying moisturizer.

All in the 35-55 age group use facial cream every day. In the 18-35 age group, 2 people use it about 2-3 times/week. Reasons: no time, forget, feel it is not really necessary.

The expected benefits of facial cream are to help the skin become smooth and silky, whiten the skin, add nutrients to overcome skin problems such as dry skin, aging...

The type of skin cream I am using is whitening, anti-aging, and acne treatment.

9. Shopping habits

Normally, consumers buy facial cream once a month or once every 2 months. The usual places to buy are supermarkets, markets, grocery stores, and cosmetic stores.

Each time I buy, I usually buy 1 product, rarely buy 2 products. I don't buy more because I want to buy new products with more shelf life.

Main factors influencing product purchase: reputable, trustworthy brand, famous brand, high quality product, recommended by friends,

reasonable price, product has highly effective ingredients, often advertised, product has natural ingredients, beautiful, luxurious packaging, on promotion.

The most important factor is a reputable and trustworthy brand because skin care products directly affect health and beauty, so they need to be guaranteed by a reputable and responsible brand.

Sources of information influencing purchase decisions: advertising (TV, newspapers, magazines, radio, flyers, posters), referrals from friends/relatives, sales person referrals, being given a trial product.

10. Brand

Brands used are Pond's, Olay, Nivea, Essance, Hazeline, Ohui, Shiseido, Vichy, L'oreal. There are also unknown products such as Japanese, Korean ginseng cream, Chinese cream, etc.

The brands I currently use are mostly Olay and Pond's. There are also Vichy and Ohui. I choose to use these brands because they are of good quality and suitable for my skin. I just heard about their advertisements and they were recommended to me.

Favorite brands: Olay, Nivea, Vichy, also mentioned some high-end brands like Lancome, Shiseido, Estee Lauder..

About brand image and personality:

Pond's: beautiful, modern, fashionable, feminine, stand out from the crowd, youthful, cute.

Olay: feminine, mature, caring, responsible.

Nivea: reliable, responsible, modern, prestigious, like a professional.

QUANTITATIVE RESEARCH

QUESTIONNAIRE

Name of respondent:

Address: Phone: (If any)

Interview time:Fromhourarrive

hour day / / 2008

My name is, interviewer from market research company A, an independent market research company. We are currently conducting a survey on facial cream products. I would like to chat with you for 30 minutes. Thank you very much for your cooperation.

FILTER

Please tell me your age? [SA]	Code
	Under 15 years old	1	END
	15 – 24 years old	2	CONTINUE
	25 – 34 years old	3	CONTINUE
	35 – 44 years old	4	CONTINUE
	45 – 55 years old	5	CONTINUE
	Over 55 years old	6	END

Maybe you are interested!

Please let me know if you use any skin cream.

face within the past 6 months? [SA]

Code

Are not

END

Have

CONTINUE

INFORMATION ABOUT SKIN AND SKIN PROBLEMS

Please tell me what type of skin do you have?[SA]	Code
	Very dry	1
	Dried	2
	Normal	3
	Combination skin	4
	Oily skin	5
	Very oily skin	6

Could you please tell me how bright/white your facial skin is? [SA]	Code
	Very bright / white	1
	Bright / white	2
	Fairly bright / white	3
	stinks	4
	Quite dark	5
	very dark	6

Please tell us if you have ever had any skin problems. Which of the following aspects have you experienced in the past 6 months? [MA]	Code
	Acne prone	1
	Wrinkles	2
	Blackheads	3
	Dark, lifeless skin	4
	Large pores	5
	Rough skin	6
	Melasma, freckles	7
	Allergic	8
	Aging skin	9
	Other/ None of the above	10