Elizabeth Koslov, Emily McGranaghan, Karen Penafiel, Devin Santa

Professor Fraser

AC 272

December 5, 2018
 
 
 Target Market

Overall Category User: ​(Creams/Moisturizers/Skincare category)

The overall category user of skin care products, specifically moisturizers, creams and cleansers
are women between the ages of 18-45. Users are looking for an effective skin care routine, that is
easy and are willing to spend the extra money if the product is worth it. Through marketing,
Generation Y specifically women 18-25, are being trained to start preventative skin care
therefore have become more influenced to purchase.

According to a Mintel Report on Facial Skincare

● 51% of women consider face moisturizer an essential part of their skincare routines.
○ 46% of women consider facial cleanser an essential part.
● 37% of males 18+ use skin care as an anti-aging measure
● 63% of females use skin care as an anti-aging measure
● 44% of women 18-45 use face masks as part of their daily skin care routine.
● 23% of women 45+ use face masks as a part of their daily skin care routine.
● 10% of adults use a greater number of products in the winter
● 47% of adults agree that having a skin care routine can help you relax
● 34% of women prioritize their skin care routine over other self-care practices (doing your
hair, getting your nails done, etc.)

Brand User:
● Primary brand user are women ages 20 to 40
● Price range from $8 to $50
● Brand is sold at Boscia.com, Sephora, Ulta, Macy’s, Nordstrom, Amazon, as well as
various other online and in store retailers
● Brand featured in Allure, Business Insider, Forbes
● Brand user is health conscious

Competitive Review:
​This kind of research is crucial to your success as a business because it arms you with
the ability to quickly identify industry trends and adapt to competitor campaigns or strategies in
order to maintain a foothold or out-compete them entirely
NUDE Skincare is perceived as one of boscia's biggest rivals. NUDE Skincare operates
in the Personal Products industry. NUDE Skincare generates 47% of boscia's revenue.
Ren Skincare has been one of boscia's top competitors. Ren Skincare is a Private
company that was founded in 2013 in London, England. Ren Skincare is in the Personal Products
field. Compared to boscia, Ren Skincare has 9 fewer employees.
 Pai is boscia's third rival. Pai was founded in London, England in 2007 and operates in
the Personal Products industry. Compared to boscia, Pai generates $3M more revenue.

Qualitative Report

Background

Boscia is a private company that has been around since 2002. ​Boscia manufactures and markets
skin care products such as masks, toners, blotting linens, moisturizers and exfoliator. They are
trying to expand their U.S. Based customers, as they have not done much advertising here
before.

Objectives

The specific objectives of this research were to:

- Determine existing brand awareness for the product, Boscia.
- Use syndicated research to determine a target market for the product
- Using the research, determine a positioning strategy for Boscia’s skincare products

Method

Had one-on-one interviews with women ages 20-40 years old. We wanted to understand
Boscia’s target market and since an extensive skincare routine is more mature, we interviewed
women ages 20-40 years old for a younger perspective.

Key Findings

From our research, we determined that most women 20-24 wash their face daily and have
a set skin care regime. The most popular daily products used among our subjects are cleanser,
exfoliator, toner and moisturizer. While many of the subjects have a multi-step skin care routine
that they do everyday (including face washes, serums, and lotions), others simply wash their face
and remove their makeup everyday. Most of the subjects use some type of face mask from
time-to-time.
Almost all of the subjects use moisturizer daily, to prevent wrinkles or dry skin. Others
use coconut oil or other oils, and have determined that these are the best products for their dry
skin type. While the average subject moisturizes once a day (in the morning or night), others
moisturize twice a day or once a week.
 The most common skincare brands amongst the subjects include Cetaphil, Neutrogena,
Aveeno and Mario Badescu. Other brands include Kiehl's, MAC, Proactive, Clean and Clear and
Eucerin. Most of them find new products or brands from bloggers or instagram,
recommendations from friends, or have been using the products since they were kids and that’s
what their skin is used to, so they have no interest in searching for new products.
All of our subjects are college students that live busy lives, so having a skin care routine
that is quick and simple is key. College students are typically busy with homework or social
commitments, so having products that deeply cleanse and unclog pores are going to be products
that these people gravitate towards. These products are typically not too expensive, as college
students do not have a lot of money to spend on things like skin care.
Over half of the interviewees have heard of Bosica, mostly from internet ads or samples
from Sephora or beauty subscription boxes such as FabFitFun or Ipsy. Very few of them have
actually used the products, but the products tried include make up remover oil and face masks.
When asked if they would try the products, most people were open to it but others thought the
products would be too harsh for their skin type, based on the reviews that they have read or
videos that they have seen on social media. The respondents that said they would not try Boscia
products are people that have a multi-step skin care routine that works for them and they are
comfortable with. Since skin care is such a current trend, many people already have set routines
and are not open to trying new things. Because of this, we would need to target new customers at
a time they are in the search for something new, or introduce a new product that is different and
better than other products they are already using. Most people in this generation are very
conscious about what they are putting on their skin, so these new products will need to be
chemical free, very natural and not tested on animals. Most respondents said that if their favorite
skin care brand made a makeup line, they would try it. This could be another way to introduce
new customers to the skin care line, as makeup is something that customers are more lenient
with, and less loyal to specific brands.

The Meanings of Key Skin Cream Attributes

Convenience
- Most women answered that they had busy or active lifestyles, and therefore liked a
product that wasn’t too time consuming
- Something they can easily fit into their daily routine was a key attribute
Price
- A portion of respondents cited price as a factor in determining which product to buy, and
preferred cheaper, drugstore brands
- Other respondents felt comfortable spending more as long as the results and quality of the
product were worth it
Quality
 - The top reason our respondents cited for using a product was because of how well it
worked for them
- Because everyone has different skin types, different products were favored more than
others by each individual. The stand-out products mentioned the most were:
- Clinique
- Neutrogena
- Cetaphil
- Clean and Clear
- Kiehls
- Preferred results from product usage included:
- Reduced acne
- Kept skin smooth
- Good for sensitive skin
- Works well with respondent’s skin

The Role of Brands

Brands that stood out were:

● Kiehl's
○ Some of Kiehl’s products have a cult following. Including their Midnight
Recovery Botanical Cleansing Oil which people use at nighttime. Also, Kylie
Jenner’s favorite cleansing oil when interviewed by Allure.
● Neutrogena
○ Neutrogena seems to work for customers skin really well. Mainly people spoke
about their wipes and face wash. Also, most of these women have been using
these products for a ​long time​, which concludes that they’re loyal to the brand.
● Cetaphil
○ Many have used cetaphil products since they were young and mainly never had
problems with their skin. Many people use their moisturizer because it is good
for sensitive skin. It is also oil free which is a plus.
● Mario ​Badescu
○ The products work really well for dry skin including their Vitamin C moisturizer
and the brand is also affordable, due to its simple packaging.

Reasons for Paying More

● While respondents said that price was a factor they considered when buying skincare
products, most of them said they would be willing to spend a little more if they knew the
product would work well for their skin.
 ○ Most respondents used drugstore brands or mixed higher end brands with
drugstore.
○ Women typically spent between a range of $10 and no more than $100 on
skincare products.
○ Most women spent no more than $40 on products.

Conclusions

● A skincare routine is an important part of most women’s days, and many of them spend
time and money trying to perfect and protect their skin.

○ Price and gentleness of the product are a major part of deciding what products to
buy.
○ Most women tend to stick to drugstore brands for moisturizers.
○ Some women will spend more on other products such as masks or cleansers.
○ Other factors, including naturalness of the products and cruelty free methods are
important.
○ Most importantly, women look for products that are easy and fast to use when
they are on the go.
○ Most women get recommendations from friends and family on skincare products.
○ Many women also look on social media, bloggers, or celebrities when picking
skin care products.

Recommendations

● It is recommended that Boscia should focus on positioning itself as an all-natural skincare

brand that is sensitive on skin. They should emphasis their clean, pure ingredients and
bring light to their plant-based formulas.

● It is also suggested that they should focus on creating more brand awareness outside of
Sephora retailers, as almost half of the respondents had not heard of them. They should
promote themselves as an attainable, high-quality brand that fits perfectly into a woman’s
daily routine.
 Quantitative Report

Introduction

Background

Boscia is a private company that has been around since 2002. ​Boscia manufactures and markets
skin care products such as masks, toners, blotting linens, moisturizers and exfoliator. They are
trying to expand their U.S. Based customers, as they have not done much advertising here
before.

Objectives

The specific objectives of this research were to:

- Determine existing brand awareness for the product, Boscia.
- Use syndicated research to determine a target market for the product
- Using the research, determine a positioning strategy for Boscia’s skincare products

Method

Set up an internet survey, which was posted on social media. Respondents were all 18+ and
active on Social Media Platforms. This survey was made up of six total questions to determine
respondent's thoughts on Boscia skin care as well as their current skin care routines.

Findings

Background on Respondents
● Respondents skewed young, with 69.4% aged 19-25.
● One respondent chose not to answer regarding their age.
-This survey was administered by students age 20-21 and given out to friends and family
members via social media.

● 76% of respondents have a daily skin care routine, while 22% have a set routine for
certain times throughout the year.

● Of the 50 respondents, 28 (56%) say that the ingredients are the most important factor
while choosing a new product or brand.
● 24 (48%) said that price is the most important factor.
Respondents Thoughts on Skincare

● The most popular brands of moisturizer among respondents are Cetaphil (10%), Clinique
(8%) and Kiehl’s (6%).
○ These brands range from $10 (Cetaphil) to $52.50 (Clinique)

● 48% of respondents are willing to spend $21-$40 on skincare, while 20% are willing to
spend over $60.
○ A majority of respondents willing to pay $60+ for skincare are over 25 years old.
 ● 56% of respondents purchase skin care products 3-4 times a year.

Respondents on Boscia Skincare

● 52% of respondents have never heard of Boscia

● Of the 48% of respondents that have heard of Boscia, 74% of them have tried it

● Of the 52% of respondents who have never heard of Boscia, only 20% of them are open
to trying new skin care brands in general.
Conclusions

● Over half of the people who answered this survey (aged 18+) have never heard of Boscia.
● About 35 of the respondents are aged 19-25 and a majority of them have a daily skincare
routine that is steady throughout the whole year.
● Overall respondents are mostly concerned with the ingredients of the products while
searching for something new.
● Nonetheless, a majority of respondents are willing to pay only $20-40 for skincare
products.
● Respondents typically purchase skincare products 3-4 times a year

Recommendations

● Emphasize the natural and organic ingredients that are in Boscia products.
○ This will attract a younger audience - as millenials are more conscious of what
they are putting in and on their body.
● Spend more advertising dollars at the beginning of each season change
○ Skin care is purchased only 3-4 times a year and many people only keep up a
routine during certain seasons.
● Create specific campaigns for specific groups of people (age, location, gender, etc.)
○ Skin care is very personalized based on the needs of the consumer (skin type, age
of skin, etc.)
■ Social media campaigns should be geared towards a younger, more
preventative promotion of Boscia, while outdoor or magazine ads should
be geared towards an older audience.