HONG KONG - Men's Grooming Shopping Study 2011

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Biotherm HommeA Study on Understanding Mens Skincare Purchase Process-Qualitative study : Korea-Full Report for:

Prepared for : Prepared by : 10047 / March 2010

Table of Contents

Research Introduction3Executive Summary & Recommendations7Detailed Findings17Understanding Shoppers20Brand Attitude Evaluation : Pre-process25Understanding the Shopping Process Couples' Shopping 30Men Shopping Solo36Women Shopping Solo40Identification of Counters Key Influence Factor43

I. Research Introduction

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The main objective of this study is to understand mens exposure to different shopping occasions for personal care / beauty care, and to understand the extent to which men are accompanied or unaccompanied during such shopping excursions.What is the decision-making process involved when making a purchase? What grabs customers attention when shopping?What are the roles men and women take on when shopping? What are the key influential factors that attract patrons? : BA, gifts, promotions, samples, etc. Research Objective

Shopping planning : Brand/product predetermination understanding influential factors

Brand/product decision process Subject of brand/ product decision Key elements driving final purchase Elements influence satisfactionwith shoppingPre-shoppingDuring ShoppingPost-shopping

-5-Research Design

Methodology Accompanied Shopping (1.5 hours) Pre-Shopping meeting with Consumer (5-10 minutes)Accompanied Shopping(30 minutes)Post-Shopping Interview(40-60 minutes)Give quick orientation about the study Pre-interview about todays shopping plan (Shopping list and reasons and intentions to shop for specific brand and product) Observe shopping at store Ask to shop at a department storeVisit a total of 3 stores (main brand counter + 2 additional counters) Interview on the shopping experience

-6-Research Design

Interview Composition

Participants QualificationsMen and women ages 25- 39Male and female solo shoppers : Each is an independent decision-maker and self-purchaser of mens cosmetic in D/S Couple shoppers : Good blend of decision-making power between the couple Customers with experience in purchasing skin care products according to brandAll are current & regular users (at least 4 times a week) of selective mens skin care products

Number of Interviews 15 InterviewsBrand MixMen Solo ShoppingMen Shopping with SpouseWomen Shopping for MenBiothermN=3N=3N=3Biotherm Competitors*N=2N=2N=2Total N=5N=5N=5

*) Competitors : Clinique, Lab Series, Hera, Kiehls

Fieldwork periodMarch 7th ~ 16th, 2010

II. Executive Summary & Recommendation

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What is the reason for shopping alone or as a couple? What is the womans expected role when shopping as a couple?

How do consumers predetermine their brand choice?How do they shop in stores? : What do they ask for? And what do they seek out at the sales counter? What are the key differences in patterns when men are shopping solo, women are shopping solo, and a couple is shopping together?

What are the elements influencing product/brand decisions?What are the elements garnering the consumer's attention?

Shopper

Shopping Process

Influential ElementIssues Regarding Mens Cosmetics Purchase

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1. Why shop for mens cosmetics solo or as a couple?Consumers rarely change shopping preferences : Shoppers stick with shopping solo or as a coupleWhen shopping as a couple, men expect more advice and assistance from their spouses or girlfriends (to provide insight on product selection).

Expect advice from womenRegard women as experts on cosmeticsBased on Involvement LevelHighly involved men : Want my preferences reflected Do not want a woman to influence my cosmetics decisions Lowly involved: Want to shop quickly Dislike spending too much time in department stores when accompanying womenThe generally accepted perception is that mens cosmetics should be purchased by females Men dislike shopping at department storesReasons Behind Shopping Preferences

CoupleSolo MaleSolo Female

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2. Understanding the General Shopping PatternIn most cases, pre-determining the brand, quick shopping, and product to be purchased is the general shopping pattern that emerges.Considering multiple brands or browsing prior to purchase is a rare occurrence. New products within a brand usually draw in consumers actively seeking trendy, top of the line products.

Pre-brand decisionsStrong tendency to pre-determine the brand : lead to high level of brand loyaltySolo MaleCoupleSolo Female

General shopping pattern : Quick shoppingGo to the brand Pick the product Check for new products Decide on product and purchase ExitHighly InvolvedMore pre-information gatheringMore counselingWomans assistance in finding the right productLowly InvolvedContinuous purchase of current productMarriedLowly involved : Continuous purchase of same productSingle More proactively seeking out new brandsInfluential Factors for Pre-determinations: Prior usage experience

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3. Shopping Pattern : Men Shopping SoloMen who shop alone have ideology divisions

Solo MenMore Active in Pre-purchase ProcessConsider the product usedGain information from others especially female friendsDeem counseling as very important: High reliance on BAs recommendation although familiar with their skin types and issuesBut.. still not proactive as womenSelect from among BAs recommended productsHighly interested in samples Passive Pre-purchase ProcessOnly consider products that they usually useAsk for products they usually useBut.. Check out new products Stick with the usual product

Pre-determinationStore Visit+CounselingPurchaseAskfor productin storeHighly InvolvedLowly InvolvedPre-determination

Purchase

-12--12-

3. Shopping Pattern (cont.) : Shopping CouplesIn couples shopping, the womens main role is to support men in selecting the right product women are highly involved in the counseling process.

Pre-determination

At the Counter: Counseling

Final-decisionThe man mainly decides on the brand to visit or to useSometimes, women give advice in advance on what brand to use, but this does not occur oftenThe woman mostly leads the counseling processWomans role : Provide right selection of products for man More female-proactive case : Woman tells the BA the mans skin concerns and ask for the right product (More male-proactive case : Man explains his skin type to BA BA recommends products Woman ask for more appropriate products or for addressing different functions

Women are highly influential for the fragrance testMan makes final choiceBut strongly influenced by womanMens role Womans Role Mans Role

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3. Shopping Pattern (cont.) : Woman Shopping SoloWomen who shop solo have different patterns based on their marital statuses.Even for women who are shopping, shopping for mens cosmetics is more goal-oriented than when purchasing for themselves.

Solo WomanHabitual purchase : Purchase the usual product - Stick to single brand as long as spouse remains satisfiedSeek new products within predetermined brand But, not easily take risks in purchasing Married men more actively give feedback on products purchased by their spouses Brand and product are mainly determined by the womanSearch through various brands and products Less active in sharing feedback on products that a woman has bought for them

Shopping patternFeedbackfrom manMarried : More Passive ShoppingSingle : More Proactive ShoppingShopping patternFeedbackfrom man

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Quick greeting is necessary : Especially men solo shopper feel embarrassed waiting at counterStore location at mens floor is not recommendable : Mens cosmetic zone tends to be not yet acceptable in Korean marketMens tester bar where all counseling is taking place needs to be not located at too crowded spot (ex. Near main door) Easy explanation of the product lines description

BAs Attitude is important to female shoppersIncrease male BA is one thing to consider4. Managing the Shopping Experience

EnterStoreApproachingTester BarApproaching BACustomerManagementExplainSkin TypeProductsuggestion/explanationTestingIntroductionby PromotionPurchaseSamples

INOUT

-15-Quick skin diagnosis system is required :After questioning on skin concern, give a clear conclusion Develop tools for skin diagnosis BA to proactively diagnose skin typeA single firm recommendation Easy explanation on product : Consider male as not know even basic wording or concepts Ingredient will work for female shoppers4. Managing the Shopping Experience (cont.)

EnterStoreApproachingTester BarApproachingBACustomerManagementExplainSkin TypePurchaseSamplesINOUT

Productsuggestion/explanationPromotion has to be visible Actively combine with womens product promotion when couples are shopping or women are shopping soloHelp in the testing process by controllingthe amount usedWipe off each time with wet tissue for fragrance testing, which is Biotherm products strength

TestingIntroduction by Promotion

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4. Managing the Shopping Experience (cont.)

EnterStoreApproachingTester BarApproachingBACustomerManagementExplainSkin TypePurchaseSamplesINOUT

Productsuggestion/explanation

TestingIntroduction by PromotionFor mens products, maximize use of e-mail and text messaging instead of DMNeed Korean indicatorsAdditionally provide womens product samples to female shoppers Provide leaflets to potential customers with mark on product that customer paid attention

III. Detailed Findings

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Who is shopping for mens cosmetics? What is the main reason behind shopping alone or as a couple? Mens Cosmetics Shopping Pattern Overview

II. PredeterminationIV.FactorsinfluencingpurchaseIII.ShoppingPatternDo consumers mainly approach the counter with which pre-determined brands and product to purchase in mind? How do consumers decide on brands?What are the key factors influencing final purchase decisions?By what process does each type of consumer purchase mens cosmetics?

I. ShoppingSubjects

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Consumers rarely change shopping subjects : Shoppers stick to shopping alone or as a coupleMens Cosmetics Shopping Pattern Overview (cont.)Generally mens cosmetics shopping pattern is quite simple : Predetermination about brand (usually a brand and product they are currently using) Visit the usual brand counter Ask for the usual product and check out new products Check for promotions Usually purchase product they are currently usingIt takes less than 5 minutes : Quick shopping process Strong tendency to pre-determine brand and product to purchase Usually stick to brand and product they are currently using Ask for the usual productCheck out new products from the usual brand Make final decision after checking for on-going promotions Rather than looking around at the various brand counters, they beeline straight to their intended brand Shopping pattern appears not to vary much by shopping subject

II. PredeterminationIV.FactorsinfluencingpurchaseIII.ShoppingPattern

I. Shoppingsubjects

Quick- shop


Understanding ShoppersBrand Attitude Evaluation : Pre-processUnderstanding the Shopping Process Couples ShoppingMen Shopping SoloWomen Shopping SoloIdentification of Purchase Counters Key Influence Factor

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Understanding Shoppers : Couple ShoppingMain reason behind shopping as a couple is expecting the womans advice in selecting the right product for the man.Those shopping as couples for mens cosmetics rarely shop solo or simultaneously shop for womens cosmetics.(The woman in a couple) I want to take my time browsing comfortably at the counter rather than feeling pressure from my husband.

Why shop for mens cosmetics as a couple?

Shoppingsubject

Couple

Woman

Solo ManDesire womans expertise in selecting product suitable for man

Main reason - Expect womans advice : Woman gives advice in using product suitable for manWomen actively participate in counseling and the testing processMy girlfriend is more familiar with cosmetics than I am and knows my skin problems better than I do, so I always bring herBringing woman as shopping partner: Man shopping solo is uncomfortable in feminine environment I want to check out new products and look around, but the 1st floor of the department store is too embarrassing walk around alone in.Bringing man as a shopping partner: Want to cultivate mans interest in cosmeticsHis knowledge about his skin is too general, so I bring him shopping to create more interest.

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Understanding Shoppers : Men Alone Shopping- Highly Involved Men -Reasons behind men shopping solo are varied by their involvement levels with cosmetics.Involvement level is decided by a consumers aggressiveness in obtaining cosmetic information, his searching and shopping patterns (highly involved males prefer more counseling).

Why do men shop solo?

Shoppingsubject

Couple

Woman

SoloManHighly involved male : Want my products to reflect my taste

Highly involved : Want to select product according to his own tasteIm married, but I dont want my wifes preferences reflected in my choices. I want to select my own products. Even if I dont like the product and it feels too sticky, if my girlfriend recommends it, I have to buy it. Prefer to counsel with BAsI think BA is important and more professional.Revealing their high interest in cosmetics to others is shameful, so they prefer getting counseling at a sales counter

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Understanding Shoppers : Men Alone Shopping (cont.)- Lowly Involved Men -Lowly involved men dislike shopping for long periods of time when shopping as couples.

Why do men shop solo?Lowly involved men :Dislike shopping time being stretched out

Lowly involved : Prefer shopping quickly and regard cosmetics shopping to be shopping for daily necessities

I only go to purchase cosmetics, but if I bring my girlfriend, I have to look around more, shop with her, and waste more money.I dont want to spend 2~3 hours in a department store.

Shoppingsubject

Couple

Woman

SoloMan

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Understanding Shoppers : Women Alone Shopping Women shopping solo are doing the cosmetics shopping instead of men who dislike shopping at department stores.

Why do women shop solo?

Shoppingsubject

Couple

Woman

SoloManMen dislike department store-shopping

Men dislike department store shopping(Some women) Not only shop for cosmetics but take care of all other shoppingI not only shop for his cosmetics, I also look for clothes, socks, etc.Even single women regularly purchase cosmetics for their boyfriends, not just as occasional giftsWhen he runs out of products, he tells me.The general consensus is that mens cosmetics are usually purchased by women : Purchase subjects Mother Girlfriend Wife


Understanding ShoppersBrand Attitude Evaluation : Pre-processUnderstanding the Shopping Process Couples Shopping Men Shopping SoloWomen Shopping SoloIdentification of Purchase Counters Key Influence Factor

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Pre-shopping : Decision About Brand - Do consumers decide on the brand beforehand? -When shopping for mens cosmetics, consumers mostly predetermine their brand and product before going shopping.

Predetermine the brand

Mainly stick to their usual brandLead to high level of loyalty to a single mens cosmetics brand I used the same Biotherm product for 3 years.Unless I have major skin trouble, I use it.Lead to visiting only one place in the department store : Visiting a certain brand counter = high purchase possibilityIntroducing the brand into the consumers consideration set prior to department store visits is critical

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Initial Entry into Brand- How do they first enter into brand usage? -When first foraying into the brand, womens influence is strong in various ways direct recommendation or purchase, sample from women, etc.Non-female-induced trigger is purchasing from duty free shops.

Brand A

Brand B

Womans recommendationPurchased at duty free storePurchased before by mother

Couple Shoppers

Used sample/product mother gaveAfter trying out the sample, I liked the scent and started to use it. Mom sent the product to me at the military.Duty free shop

Solo male shopper

Recommendation from other women : friends husband/ boyfriendI asked my friend whose husband knows a lot about cosmetics. Asked trendy males

Solo female shopperBrand entry trigger

-28-Pattern of Brand Switching- How often do they switch brands? -Overall, consumers do not frequently switch mens cosmetics brands. However, brand switch frequency does differ depending on customer types,.StrongWeak

Level of Brand Switching

Those who often employ mens cosmetics as gifts frequently change brandsBoyfriends do not usually give any feedback Weak feedback levels from boyfriends leads to frequent brand explorations and freedom to change brands

Generally not switch often But tendency to show womans influence : Recommend various brands to boyfriendI began using Kiehls because my girlfriend first started to use it and then recommended it to me.Solo female shopper (single female) Couple shoppersSolo Woman (single)Couple shoppersHighly involved solo male shopperLowly involved male shopper, Married female shopper

-29-Pattern of Brand Switching (cont.)- How often do they tend to switch brands? -Solo male shoppers or married female shoppers stick to a single brand for longer. StrongWeak

Level of Brand Switching

Try using new brands with his interest in cosmeticsOnce a year, I ask female friends about mens brands.But their discomfort in revealing their cosmetics interests leads to remaining users of a single brand for longer

Strong tendency to stick with a single brandMen : Prefer shopping quicklyMarried : As long as spouse is satisfied, stick with the brand Spouse share feedback on purchased product Leads to safe purchase (Woman) Ive visited Biotherm and Hera to change brands, but I always end up purchasing Lab Series. Unless he has serious complains, I dont take risks.Highly involved solo male shopperLow involvement male shopper, Married female shopperSolo woman (single)Couple shoppersHighly involvedsolo male shopperLowly involved male shopper, Married female shopper


Understanding ShoppersBrand Attitude Evaluation : Pre-processUnderstanding the Purchase Process Couples Shopping Men Shopping SoloWomen Shopping SoloIdentification of Purchase Counters Key Influence Factor

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Couples Shopping Process (1) : Pre-brand DecisionPre-determinationCounselingTestingFinaldecisionINOUT

High Male InfluenceHigh Female Influence

Although women sometimes influence men to switch brands, brand switching still remains infrequentTendency to stick to mans usual brand(The woman in a couple) There are already lots of products within Biotherm; I do not actively ask him to change brands.(The man in a couple) Ive been using Biotherm for 5 years, ever since my mom first bought it for me.Sometimes reject the idea of switching brands even from girlfriends recommendationBrand to be checked out is mainly decided on by man : His usual brand

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Couples Shopping Process (2) : Counseling

Counseling is the main part in which women play an important roleHelping men find the right product Bridge between man and BA during counseling

Pre-determinationCounselingTestingFinaldecisionINOUT


The woman plays a major role in counseling, but her participation level varies by case :Case 1) More female-proactive caseWoman leads the entire counseling processWoman tells BA the mans skin type or concerns(Man to BA) I dont much know about my skin type, so you should ask my girlfriend because she knows more.Woman is knowledgeable of mans skin condition in great detail as well as his simple skin type

Explain skin condition and the necessary product in detail

Make sure man has the right selections to choose from

-33-Couples Shopping Process (2) : Counseling (cont.)

Case 2) More male-proactive caseIn some cases, the man seeks advice on his skin concerns from female(Man to woman) What do I have to say about getting rid of these (pointing out spots)? - (Woman to man) Ask for regeneration products(Woman to BA) Isnt there any lotion with UV?Does this product also work on wrinkles?Make the right selection for man(Woman) I leave him to ask whatever he wants, and if there is anything missing, I add my 2 cents.Man explains his skin typeBA suggests several productsWoman ask BA for different products and functions

Suggest several products based on mans concerns



-34-Couples Shopping Process (3) : Testing

Both men and women actively participate in the testing processOften, women also apply the products to their hands to try out scents and to see how they feel

Even when women do not try the product themselves, men ask them to sniff the scent from the product applied to their handsFragrance is must check element to women(Man) The scent is more for her than for me. I usually have her decide on the fragrance.(Man) Im not sure about anything else, but I always ask about the fragranceTesting is a process for both men and women : The woman plays a more important role in checking out fragrances



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Couples Shopping Process (4) : Final Purchase Decision

Because the man is usually paying for the product himself, he makes the final decision(Woman) In the end, I cant really force him to buy a certain product, because the money is coming out of his pocket.

Womans role in final decision : Sometime when the man is struggling to make a decision, the woman assists him(Woman to man) I think the dark-circle product will be better for you than the anti-aging one.Remind him of his budget to keep him from purchasing too much (When BA recommends a full set, woman says to man)Buy that cleanser after you finish using your current one.Final product purchase decision is usually made by men




Understanding ShoppersBrand Attitude Evaluation : Pre-processUnderstanding the Purchase Process Couples Shopping Men Shopping SoloWomen Shopping SoloIdentification of Purchase Counters Key Influence Factor

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Man Shopping Solo : Highly InvolvedSome highly involved solo male shoppers visit several stores and engage actively in counseling (dialogue-form).

PredetermineCounselingTestingFinaldecision

Usually visit a single brand counter which is his usual brandBut sometimes have several brands in mind to try visitingRecommended by female friendsBecause of other mens useMany of my colleagues at work use Lab Series, so I will try to visiting its counter today.

Explains his skin concerns and type to BA well + Inform BA about his usual products : Reaffirm whether his current products suit his skin Ask about new productI saw a new dark colored (Force Supreme) product on the shelf, so I asked the salesperson what it is.(Man asked BA about the difference between T-pur and Hydra Detox) Ive used the same product for awhile now, and so I asked what the difference is between the 2 products because their colors are similar.

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Man Shopping Solo : Highly Involved (cont.)Highly involved solo male shoppers do not feel bothered when trying out various products.

Make final decision between alternatives: usually between a new product and an existing productReturn to preferred brand after visiting several stores

Try out products : Not feel burdened in trying out different products Try testing new productsCheck fragrance and textureDo not try the usual product

PredeterminationCounselingTestingFinaldecision

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Go straight to usual brands store

Ask for the usual product

Man Shopping Solo : Lowly InvolvedLowly involved solo male shoppers process is quick and simple.


Choose between new product and the usual product

When uninterested or intending to purchase the usual product, not test outFind it a burden to participate actively in testingIts burdensome trying out products; it makes me feel uncomfortable listening about products I am not really interested in.


Understanding ShoppersBrand Attitude Evaluation : Pre-processUnderstanding the Purchase Process Couples ShoppingMen Shopping SoloWomen Shopping SoloIdentification of Purchase Counters Key Influence Factor

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Habitual purchase of usual productI dont take risks once my husband is satisfied.Brand rotations among certain brands women use : usage period of 1.5~2 years

Inquire about and search even within usual brand for new productsI always try to at least change products for better results.Women Shopping Solo: Married WomenMarried women show more passive attitudes toward shopping. Even though a new brand or product grabs the shoppers attention, the married woman shopping solo does not change brands or products on her own.


Usually repurchase the usual product: Need confirmation from husband Ask for samples of new productGive spouse a chance to try using and receive feedback before switchingAsk by phone for confirmationTake leaflet to show him the product and to explain

Test for fragrance and feeling after use

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Consider various brands and visit numerous countersGet information from other female friendsBecause they all prepare at least for Valentines day, they are acquainted with some mens products.

Knowledgeable of and explain well boyfriends skin conditionWomen Shopping Solo : Single WomenSingle women are usually more active shoppers, experimenting with various brands and products.


Influenced more by promotions

Test for product fragrance and feeling after useBut sometimes overcome by other explanationsAlthough Biotherms texture was better, Lab Series moisturization was more appealing.


Understanding ShoppersBrand Attitude Evaluation : Pre-processUnderstanding the Purchase Process Couples ShoppingMen Shopping SoloWomen Shopping SoloIdentification of Purchase Counters Key Influence Factor

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Mapping Mens Cosmetics Shopping JourneyStrongWeak

Importance/ Impact on Purchase

Strong InfluenceWeak Influence

Mild InfluenceEnterStoreApproachTester BarApproach BACustomerManagementExplainSkin ConcernProductexplanation/suggestionTestingIntroduction by PromotionPurchaseSamples

-45-1. Enter Store

Find intended store and enter : Not look for or browse other storesDislike when not greeted immediately by BAMen feel uncomfortable waiting for the BA in a cosmetics store, especially when visiting aloneThe 1st floor of a department store is usually an area for women, so just standing in the middle of it is very embarrassing.I dont know how to start looking around; everything is in English and I dont know what is whatHowever, because male skincare shopping is very goal-oriented and embedded in a specific brand, they will wait

(Observation) When the counter is basically commandeered by female customers, men tend to avoid entering the storeGo to another store or go upstairs to pass time ReturnIf the store is crowded, they give up on shopping for the brand(Tried to enter twice) I went to visit Clinique because my friend recommended it, but I think Ill have to try again next time.

Approach Tester BarApproach BACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroductionby PromotionPurchaseSamples

EnterStore


Mild Influence

-46-1. Enter Store (cont.)

Dislike having to locate on a different floor In some department stores, Lab Series is located on a separate floor (mens clothing floor)It is generally acknowledged that cosmetics are located on the 1st floor; it is bothersome to go and find it on a different floor. Even solo male shoppers do not perceive a benefit in having a separate mens cosmetics corner on the mens clothing floor

ApproachTester BarApproach BACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroductionby PromotionPurchaseSamples

EnterStore


Mild Influence

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2. Approaching Mens Shelf/Tester Bar

Approach Tester BarApproach BACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroductionby PromotionPurchaseSamples

Ask where the mens cosmetics shelf is : Where are the mens products?Stand in front of mens tester barFor all shopping cases (both solo and as a couple), prefer to stand in front of tester rather than sitting at a counseling tableMen : felt it was burdensome to sit downWomen : Want to shop quickly (under 5 minutes)Shopping for mens cosmetics is not that serious of a task; I dont want to sit around and waste time.

Because it is mainly used for counseling, if the tester bar is located in a busy area, it makes the purchase experience chaotic

EnterStore

Located near main door; crowded, people pushing each otherMens tester barDepartment store main area


Mild Influence

-48-2. Approaching Mens Shelf/Tester Bar (cont.)

Biotherm tester bar is evaluated positively SpaciousVariety of products with distinctive separation by package color: More professionally-for-male with wide space and a variety of productsIt looks like separate corner rather than the same brand.

Approach Tester BarApproach BACustomerManagementExplain Skin concernProductsuggestion/explanationTestingIntroductionby PromotionPurchaseSamples

EnterStore


Mild Influence

Wide space

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2. Approaching Mens Shelf/Tester Bar (cont.) : Zooming In on Biotherm Tester BarThe Biotherm tester bar delivers an image of professionalism the line is not perceived as a small subsection of the womens brand.

Component working well

Component not working well

Product line indicationNever notedHave to look downward while eyes are looking across & down at productsDifficult to understandI dont know what the difference is between total anti-aging and early anti-aging!

Product indicator is too small

1-2-3 indication: Makes it easier for men to understand the line as a series

Mens Health Award, No. 1 product: When it is noticed, it triggers curiosity : But it is not easily notedI want to hear about the red product that won an award! : Need to make it more visible

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2. Approaching Mens Shelf/Tester Bar (cont.)

Approach Tester BarApproach BACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroduction byPromotionPurchaseSamples

Evaluation of key competitors : Hera : Not enough products Clinique : Too little product variety, similar color tones make it so that products do not look variedIt just looks like a small subsection of the female brand, like accessories.Lab Series

EnterStore

- English section is incomprehensible (Ex. Treat)

Lab Series counseling style- Place recommended product on trey: Clear recommendation but focusing solely on recommended products does not deliver image of variety


Mild Influence

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3. BAs Approach

ApproachingTester BarApproaching BACustomerManagementExplain Skin concernProductsuggestion/explanationTestingIntroduction by PromotionPurchaseSamples

BA approach customer, asking what he is looking forBAs overall attitudeMore influential for women, especially when couple is shopping together(Observation) Woman block man from entering Clinique store when BA does not greetWhy should we look in this store when there is no BA around? Lets go to Lab Series(Observation) Pull man out of Store when BAs attitude is unsatisfactory

Preference of male BA by both men and womenIn some cases, a male BA was found (Biotherm, Fresh counters)More expertise concerning mens skin and productsHe must understand my concerns better and use the product himself, and so he will be more familiar with the productThis is the first time I stayed this long by the counter. If it was a female BA, I would have left much earlier

EnterStore


Mild Influence

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4. Explanation by Skin Type/Concern

ApproachingTester BarApproaching BACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroductionby PromotionPurchaseSamples

Counseling begins with BA asking about skin typeCounseling is also the most important process in mens cosmetics purchase

Expectation from counseling

Some men have difficulty articulating their skin concerns when the BA asks too many questions to figure out their issuesThey prefer BAs proactive diagnosis (In some cases, men ask BA instead what their skin type is)(Observation)Lab Series skin diagnosis toolOne Lab series BA used skin checking tool (3-point index : Moisture level, oiliness level, elasticity)As soon as the customer approached counter, he used the toolChecked skin conditionRecommended product based on diagnosisEnterStore


Mild InfluenceSimple questions followed by BA-driven skin-type diagnosis

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4. Explanation by Skin Type/Concern (cont.)

(Observation)Clinique skin-type checking tool

Cliniques question-flow does not work wellWhat is your skin type?Does your skin feel tight?Do you have skin troubles?Is your face shiny by afternoon?Clear conclusion of Your skin is _______ is necessary : Men regard clear answers as indication that the BA knows their skin

It was good to have a simple tool used on me. It looks professional and makes me feel like she understands my skin well

Often, after the series of questions, there is no resulting clear conclusion+ Too many questions make men feel uncomfortable


EnterStore


Mild Influence

-54-4. Explanation by Skin Type/Concern (cont.)

(Observation)When BA first suggests a skin type, it builds credibility(BA) You have some spots around your chin. They can grow larger, and whitening essence could help address that.As a result, men have interest in whitening essence(BA) Even though it is evening-time, your face does not look oily, so you dont need to use oily-skin products.

ApproachingTester BarApproachingBACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroduction by PromotionPurchaseSamples

EnterStore


Mild Influence

-55-

5. Product Suggestion

ApproachingTester BarApproachingBACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroduction by PromotionPurchaseSamples

Introducing too many products does not work well : A single product suggestion is ideal Offer definitive conclusion to men and make shopping easier on womenIf there are too many products, and I feel I cannot select one

(Observation)At the Biotherm counter, a BA introduced 5 different product lines with explanations of each productWithout the recommendation of a specific product, men get confused about Kiehls (too many eye creams placed in front of him)I have both dark circles and wrinkles but not puffy eyes, and Im not sure which product is good for me Womens role in couples shopping is to help select a productEnterStore

Clear and simple suggestion is important


Mild Influence

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5. Product Suggestion (cont.)

ApproachingTester BarApproach BACustomerManagementExplainingSkin concernProductsuggestion/explanationTestingIntroductionby PromotionPurchaseSamples

EnterStore

Easy explanation is criticalMen have low knowledge level of cosmeticsClear and simple explanation based on mens comprehension level is necessaryWhat is detox, does it mean skin disinfection or does it mean working on skin troubles?What is giving vitality to skin? Can that happen with cosmetics?What is toner? (Toner in English phonetics is not easy to understand) I cant not ask what moisture() is

Leaflet does not work well and makes explanation process seem more confusing

(Observation) At the Biotherm counter, a BA used a leaflet to explainEven though the BA explained using a leaflet, it did not help. Just the packaging looks big, and nothing grabs my attention. Its the same as looking at the real thing. I dont understand what she is saying. (BA was mentioning minerals, spa water, etc.)


Mild Influence

-57-5. Product Suggestion (cont.)

Ingredients do not usually grab male shoppers attention : But when the shopper is female ,it works(Solo woman) I want to purchase the red product next time because its has ginseng as its ingredient.

Emphasis on easy use is critical(Observation)Cotton use is stressed for removal of skin flakes: Use with cotton ball is strongly rejected How can men use cotton ball to apply onto skinCommunicate cotton use after purchase

CliniqueVS. Lap series

Approaching Tester BarApproaching BACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroduction by PromotionPurchaseSamples

EnterStore


Mild InfluenceClinique tonerLab seriesWater lotion

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6. Testing

ApproachingTester BarApproaching BACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroduction by PromotionPurchaseSamples

EnterStore

Testing : Means interest in product = Important factorAfter checking fragrance by sniffing the top of the bottle, if the fragrance is pleasant, they will try the product

BAs assistance in testing, especially controlling the amount used, is pivotal: Feeling of neat usage is important for mens cosmetics(Observation) Often, too much of the product comes out, especially when it is by pump; Unable to check feeling after use in the correct way

(When failing to control the amount) Although the BA told me I used too much, that I used an amount for my whole face, when it feels sticky I just dont want to buy it

(When BA applies on the customers skin)It must be what I should feel as I apply it to my face


Mild Influence

-59-6. Testing (cont.)

Assistance in creating conditions for the correct fragrance test is satisfactory(Observation) When female shoppers apply various products on the same hand, it is difficult for them to check fragranceBA wiped off everything with wet tissues and applied the product When customers feel the texture is unique, an explanation is requiredEspecially for Aquatic : Gel texture is new to users of competitor brands; need explanation on benefit of gel texture (Not sliding down, feeling of neat usage)

Approaching Tester BarApproaching BACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroductionby PromotionPurchaseSamples

EnterStore


Mild Influence

-60-

7. Promotion

ApproachingTester BarApproachingBACustomerManagementExplanain Skin concernProductsuggestion/explanationTestingIntroductionby PromotionPurchaseSamples

EnterStore

It increases the purchase basket (Some) Actively inquire about promotionsPrefer pouch with travel samples : Travel samples are very useful for outside use (gym, golfing, business trip, place in the car, at the office, etc.)Promotions highly influence mens cosmetics shopping for all types of shoppers

(Observation)(Couples shopping) Additionally purchased cleanser for pouch set(Sole woman) Purchased full set to get 30 ml essence and pouch (Sole man) purchased UV for promotion (Value set)


Mild Influence

BA usually introduce promotion

-61-

7. Promotion (cont.)

Promotion for women also works when couples are shopping(Observation) Additionally purchase womens product for promotion

When not actively introducing womens promotion, there is a failure in linking/leading to additional sales(Observation) Biotherm white detox promotion was discovered lately by womenIf I knew about it earlier, I would have at least purchased another cleanser for my husbands products

Couple)Man purchased girlfriends eye stick to obtain promotion for girlfriend


EnterStore


Mild Influence

-62-

7. Promotion (cont.)

Showing promotion is more important than introducing it verbally(Observation) - Man asked BA to show him what the exact value of the set is after BA verbally introduced the promotion

When promotion is displayed under the tester bar, it is not noticed The best placement is near the tester bar : When it placed next to the tester bar, consumers always notice


EnterStore


Mild Influence

-63-

8. Purchase

Approaching Tester BarApproachingBACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroductionby PromotionPurchaseSamples

EnterStore

Consumers make final decisionWhen not making a purchase, some simple tools impress consumers

(Lab Series) Provided leaflet with products customer tried checked offI can show this to my husband and ask for his opinion

Consider using leaflets as replacement for samples for potential customers who go through the counseling process


Mild Influence

-64-

9. Samples

ApproachingTester BarApproachingBACustomerManagementExplainSkin concernProductsuggestion/explanationTestingIntroductionby PromotionPurchaseSamples

EnterStore

Samples are crucial for trials and are highly and frequently used outside the homeClear indication on sample is important

Unique samples grab attention when introduced at the counseling stage : Ex. Lab Series spray-type sampleI will only use the UV product because I know what it is, with the number 50 clearly marked on it


Mild InfluenceI will not use this, because its difficult to use and I dont know what it is

-65-9. Samples (cont.)

Female shoppers : Want samples for themselves

(Observation)Asked for samples for herself(Observation) Provided sample for woman when approaching as a couple


EnterStore


Mild Influence

-66-

10. Customer Management


EnterStore

Usually reject customer registrationMileage is useless : Too difficult to accumulate points with mens cosmetics, which are usually fairly cheap(1 male shopper experienced gift receipt with Biotherm mileage and regarded it as important) Men not read DM from the brand

Rather, text messages or e-mails work wellIf I have time to go and purchase the product and I receive a text message, I will stop by to make a purchase during the promotion period.

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Documents

HONG KONG - Men's Grooming Shopping Study 2011