Ethos Global Consulting

Lisa Lei Asfiya Taji Cherry Wang Yun Zeng

Perception of Lancôme

Brand

Launching Natural Skin Care

Preference for Natural

Night Creams

Willingness to Purchase

Ages between 20 and 55 Females only

Wide range of income

U.S only

College educated

Overall Survey Sample 106

Age Gender

Income Education

Location

Usage4 or more skin care per day

3 or less skin care per day

“Who’s that girl?”

30 years

College educated

Mostly healthy lifestyle

Believes in using healthy and natural

products for face

In her free time, Kelly likes to…

Travel Shop

Read

Surf the Internet

Watch TV

Offer 100%

natural products

Offer her ideal night

cream

Reach her where she shops for creams

Advertise where she is likely to

notice

Attract her the way she

likes

What to offer?

How to offer?

What to Offer?

Offer her ideal night

cream

Reach her where she shops for creams

Advertise where she is likely to

notice

Attract her the way she

likes

Offer 100%

natural products

100% Natural

60% Natural

30% or Less Natural

0.000 0.050 0.100 0.150 0.200 0.250 0.300

0.253

0.132

0.000

CA – Utility for natural night cream

63%

33%

4%Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

82%

18%YES

NO

What you put on your face should be healthy and natural

Do you have a preference for night creams with natural formula?

Perceptual Map – Weakness of Lancôme

Launch a Night Cream with 100% Natural Ingredients

Night Cream

100% Natural Ingredients

Pûre

Offer 100%

natural products

Reach her where she shops for creams

Advertise where she is likely to

notice

Attract her the way she

likes

Offer her ideal night

cream

How often do you buy night cream?

Once in 3 Month

31%

Once a Year19%

50% Once in 6 months

How much do you spend on a night cream per purchase?

Price $20-30/1.7 fl oz

Price $40-50/1.7 fl oz

Price $90-100/1.7 fl oz

Unique Benefit Deep Hydrating

Unique Benefit Anti-aging

Unique Benefit Tone Correcting

Discount Once a Year

Discount Every 6 Months

Discount Every Month

Texture Gel

Texture Cream

Texture Lotion

Bottle Type Jar

Bottle Type Tube

Bottle Type Pump

0.408

0.373

0.208

0.267

0.241

0.208

0.246

0.238

0.208

0.215

0.208

0.195

0.208

0.153

0.123

$20-2912%

$30-3922%

$40-4914%

$50-5926%

$60-696%

$70-792%

$80-898%

$90-996%

More than $1004%

Feature ‘happiness’ level

Lancôme is perceived as an expensive brand

Offer her ideal night cream

$ 40 - 50

Discount Every 6 Months

Jar

Cream

Deep Hydrating

Offer 100%

natural products

Offer her ideal night

cream

Advertise where she is likely to

notice

Attract her the way she

likes

Reach her where she shops for creams

Sold at Boutique

Sold at Drug Store

Sold at Department Store

0.253

0.266

0.319

Where do you usually shop for night cream? Utility for location when purchasing night cream

Price

Free S

amples

Members

hip Loya

lty Pro

gram

Transp

arency

(ingre

dients)

Boutique

Sales

Staff

Extre

mely att

ractive

packag

ing

Broch

ures an

d mail

catal

ogues

Free s

kincar

e/mak

eup ev

ents

Profes

sional

makeu

p servi

ce

Full s

pa serv

ices

L'Occitane

The Body Shop

Pure

“Street Spas” or Retail Spas are

becoming more popular.

Harrods launches Urban Retreat – its

own day spa

Source: Euromonitor Industry Report “Still Pampering? Opportunities and Challenges Facing the Global Spa and Beauty Industry

Drug Store Department Store

Boutique Stores

Online retailer Online (official company site)

0%

5%

10%

15%

20%

25%

30%

35%

26.19%28.57%

7.14%

23.81%

14.29%

Reach her where she shops for creams

How?

Offer 100%

natural products

Offer her ideal night

cream

Reach her where she shops for creams

Attract her the way she

likes

Advertise where she is likely to

notice

48

3832

26 25 22 2015

84 1

Which of the following factors play a role in your purchase decision?

Online Magazines Television Billboards Radio None of the above

0

5

10

15

20

25

30

35

40

45

50

I remember advertisements I see here?

Shopping

Trave

ling

Reading

Surfi

ng the I

nternet

Watc

hing TV

Cooking

Running

Dancin

gHiki

ngBiki

ng

Other (plea

se sp

ecify)

44 4339 37

34

2320

1411 11

1

Your favorite activities

Fash

ion Mag

azines

Trave

l Mag

azines

Cooking a

nd Food M

agazi

nes

Health

y Livi

ng Mag

azines

Home and Gard

en M

agazi

nes

News M

agazi

nes

Celebrit

y New

s Mag

azines

Sports

Mag

azine

None of th

e above

Other (plea

se sp

ecify)

39

23 22 20

14 149

5 52

Which of the following magazines do you read?

Fashion magazineShopping

Online Promotion-gift with purchase

Fashion Magazine

In store Advertise

OnlineAdvertise

Promotion(Giving free

samples)

Advertise where she is likely to notice

Offer 100%

natural products

Offer her ideal night

cream

Reach her where she shops for creams

Advertise where she is likely to

notice

Attract her the way she

likes

82%

18%YESNO

Do you have a preference for night creams with natural formula?

Fash

ion Mag

azines

Trave

l Mag

azines

Cooking a

nd Food M

agazi

nes

Health

y Livi

ng Mag

azines

Home and Gard

en M

agazi

nes

News M

agazi

nes

Celebrit

y New

s Mag

azines

Sports

Mag

azine

None of th

e above

Other (plea

se sp

ecify)

39

23 22 20

14 149

5 52

Which of the following magazines do you read?

38%

48%

13%YesMaybeNo

Do you consider yourself to be leading a healthy life?

Shopping

Trave

ling

Reading

Surfi

ng the I

nternet

Watc

hing TV

Cooking

Running

Dancin

gHiki

ngBiki

ng

Other (plea

se sp

ecify)

44 4339 37

34

2320

1411 11

1

Your favorite activities

Fashion, Travel

Travel

How to attract her by advertisements

Fashion Travel

Natural Healthy

Combing these elements in the advertisements.

Story Told…

Perception of Lancôme

Brand

Preference for Natural

Night Creams

Willingness to Purchase

Offer 100%

natural products

Offer her ideal night

cream

Reach her where she shops for creams

Advertise where she is likely to

notice

Attract her the way she

likes

Thank You

Q&A

Appendix

What kinds of skin care products do you use? Please choose all that apply.

PM Seg1 PM Seg2

CA Seg1 CA Seg2

Face Cleans

er

Face Toner

Serum Day Cream

Sun Screen

Night Cream

Eye Cream

Masks0.0%

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

100.0%

Face Cleans

er

Face Toner

Serum Day Cream

Sun Screen

Night Cream

Eye Cream

Masks0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Face Cleans

er

Face Toner

Serum Day Cream

Sun Screen

Night Cream

Eye Cream

Masks0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Face Cleans

er

Face Toner

Serum Day Cream

Sun Screen

Night Cream

Eye Cream

Masks0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

How regularly do you use night cream?

PM Seg1 PM Seg2

CA Seg1 CA Seg2

6-7 nights a week; 58.1%4-5 nights a week;

16.1%

2-3 nights a week; 12.9%

I don't use a night cream;

12.9%6-7 nights a week;

8.0%

4-5 nights a week; 24.0%

2-3 nights a week; 8.0%

1 night a week only;

4.0%

I don't use a night cream;

56.0%

6-7 nights a week; 44.4%

4-5 nights a week; 22.2%

2-3 nights a week; 22.2%

I don't use a night cream; 11.1%

6-7 nights a week; 14.8%

4-5 nights a week; 11.1%

2-3 nights a week; 18.5%

1 night a week only; 11.1%

I don't use a night cream; 44.4%

How regularly do you use night cream?

PM Seg1 PM Seg2

CA Seg1 CA Seg2

I find it too ex-pensive

I feel night

creams don't work

I don't have

time to use

night cream

I haven't found

the right product

I don't like to wear

anything on my skin at night

My other skin care

products are good enough

Other (please specify)

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

I find it

too expen

sive

I feel

night c

reams d

on't work

I don't h

ave ti

me to use

night c

ream

I hav

en't f

ound the r

ight p

roduct

I don't l

ike to

wea

r anyth

ing on m

y skin

at nigh

t

My other

skin ca

re pro

ducts ar

e good en

ough

Other (plea

se sp

ecify)

0.0%10.0%20.0%30.0%40.0%50.0%60.0%

I find it too ex-pensive

I feel night

creams don't work

I don't have

time to use

night cream

I haven't found

the right product

I don't like to wear

anything on my skin at night

My other skin care

products are good enough

Other (please specify)

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

I find it too ex-pensive

I feel night

creams don't work

I don't have

time to use night

cream

I haven't found

the right product

I don't like to wear

anything on my skin at night

My other skin care products are good enough

Other (please specify)

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

How often do you purchase a night cream?

PM Seg1 PM Seg2

CA Seg1 CA Seg2

Once a month7%

Once in 3 months

63%

Once in 6 months

26%

Once a year4%

Once in 3 months; 27.3%

Once in 6 months; 45.5%

Once a year; 27.3%

Once a month; 8.3%

Once in 3 months; 50.0%

Once in 6 months; 37.5%

Once a year; 4.2%

Once in 3 months; 33.3%

Once in 6 months; 53.3%

Once a year; 13.3%

On average, how much do you spend on a night cream per purchase? Please choose one.

PM Seg1 PM Seg2

CA Seg1 CA Seg2

$20-2915%

$30-3911%

$40-4919%

$50-5926%

$60-6911%

$70-794%

$80-897%

$90-994%

$100-1104% Less than

$20; 18.2%

$20-29; 9.1%

$30-39; 18.2%

$40-49; 27.3%

$50-59; 18.2%

$70-79; 9.1%

$20-29; 8.3%

$30-39; 33.3%

$40-49; 8.3%

$50-59; 25.0%

$60-69; 4.2%

$80-89; 8.3%

$90-99; 8.3%More than $110; 4.2%

Less than $20; 26.7%

$20-29; 6.7%

$30-39; 26.7%

$40-49; 13.3%

$50-59; 13.3%

$60-69; 6.7%

$90-99; 6.7%

Where do you usually shop for night creams? Please choose all that apply.

PM Seg1 PM Seg2

CA Seg1 CA Seg2

Drug Store Depart-ment Store

Boutique Stores

Online re-tailer

Online (of-ficial

company site)

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Drug Store Department Store

Boutique Stores

Online re-tailer

Online (of-ficial com-pany site)

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Drug Store Depart-ment Store

Boutique Stores

Online re-tailer

Online (of-ficial

company site)

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Drug Store Department Store

Boutique Stores

Online re-tailer

Online (of-ficial com-pany site)

0.0%5.0%

10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.0%

Yes74%

No26%

Do you have a preference for night creams with natural formula?

PM Seg1 PM Seg2

Yes82%

No18%

Do you have a preference for night creams with natural formula?

Yes71%

No29%

Do you have a preference for night creams with natural formula?

CA Seg1 CA Seg2

Yes73%

No27%

Do you have a preference for night creams with natural formula?

6%10%

23%61%

What is the highest level of education you have completed

Less than high school degree

High school degree or equivalent (e.g., GED)

Some college but no degree

Associate degree

Bachelor degree Graduate degreeDoctorate degree

4%

32%

56%

8%

What is the highest level of education you have completed?

Less than high school degree

High school degree or equivalent (e.g., GED)

Some college but no degree

Associate degree

Bachelor degree

Graduate degree

Doctorate degree

PM Seg1 PM Seg2

CA Seg1 CA Seg2

7% 4%

37%52%

What is the highest level of education you have completed?

Less than high school degree

High school degree or equivalent (e.g., GED)

Some college but no degree

Associate degree

Bachelor degree Graduate degreeDoctorate degree

4% 4%

15%

70%

7%

What is the highest level of education you have completed?

Less than high school degree

High school degree or equivalent (e.g., GED)

Some college but no degree

Associate degree

Bachelor degree

Graduate degree

Doctorate degree

Under $19,99913%

$20,000 to $39,999

13%

$40,000 to $59,999

23%$60,000 to $79,999

16%

$80,000 to $99,999

6%

$100,000 and above10%

Prefer not to answer

19%

What is your your annual household income?

PM Seg1 PM Seg2

Under $19,9994%

$20,000 to $39,999

20%

$40,000 to $59,999

20%$60,000 to $79,999

20%

$80,000 to $99,999

20%

$100,000 and above

4%

Prefer not to answer12%

What is your your annual household income?

CA Seg1 CA Seg2

Under $19,999

22%

$20,000 to $39,999

11%

$40,000 to $59,999

19%

$60,000 to $79,999

11%

$80,000 to $99,999

7%

$100,000 and above11%

Prefer not to answer

19%

What is your your annual household income?

Under $19,99911%

$20,000 to $39,999

22%

$40,000 to $59,999

11%$60,000 to $79,999

22%

$80,000 to $99,999

15%

$100,000 and above

4%

Prefer not to answer

15%

What is your your annual household income?

77%

19%

3%

What is your marital status?

SingleMarriedWidowedDivorcedSeparated

PM Seg1 PM Seg2

76%

24%

What is your marital status?

Single

Married

Widowed

Divorced

Separated

82%

19%

What is your marital status?

Single

Married

Widowed

Divorced

Separated

CA Seg1 CA Seg2

78%

22%

What is your marital status?

Single

Married

Widowed

Divorced

Separated

Online A

dvert

i...

Soci

al M

edia

Beauty

Blo

gs

Use

r R

evie

w S

...

Magazi

ne A

dve...

New

spapers

TV

Com

merc

ials

Frie

nds

or

Fa...

Sale

s R

epre

sen...

Pro

moti

ons

(eg....

None o

f th

e a

...

Oth

er

(ple

ase

s...

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

Which of the following factors play a role in your night cream purchase decision? Please choose all

that apply.

PM Seg1 PM Seg2

Online A

dvert

i...

Soci

al M

edia

Beauty

Blo

gs

Use

r R

evie

w S

...

Magazi

ne A

dve...

New

spapers

TV

Com

merc

ials

Frie

nds

or

Fa...

Sale

s R

epre

sen...

Pro

moti

ons

(eg....

None o

f th

e a

...

Oth

er

(ple

ase

s...

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%

Which of the following factors play a role in your night cream purchase decision? Please choose all

that apply.

CA Seg1 CA Seg2

Online A

dvert

is...

Soci

al M

edia

Beauty

Blo

gs

Use

r R

evie

w S

ites

Magazi

ne A

dver.

..

New

spapers

Pro

moti

ons

(eg. ...

TV

Com

merc

ials

Frie

nds

or

Fam

...

Sale

s R

epre

sent.

..

None o

f th

e a

bove

Oth

er

(ple

ase

sp...

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

Which of the following factors play a role in your night cream purchase decision? Please choose all

that apply.

Online A

dvert

...

Soci

al M

edia

Beauty

Blo

gs

Use

r R

evie

w S

...

Magazi

ne A

dv...

New

spapers

Pro

moti

ons

(eg...

TV

Com

merc

ials

Frie

nds

or

Fa...

Sale

s R

epre

se...

None o

f th

e a

...

Oth

er

(ple

ase

...

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

Which of the following factors play a role in your night cream purchase decision? Please choose all

that apply.

Online Tele-vision

Radio Mag-azine

s

Bill-boards

None of the

above

Other (please specify)

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

I remember advertisements I see here (Check all that apply):

PM Seg1 PM Seg2

Online Tele-vision

Radio Mag-azine

s

Bill-boards

None of the

above

Other (please specify)

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

I remember advertisements I see here (Check all that apply):

Online Tele-vision

Radio Mag-azine

s

Bill-boards

None of the

above

Other (please specify)

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

I remember advertisements I see here (Check all that apply):

CA Seg1 CA Seg2

Online Tele-vision

Radio Mag-azine

s

Bill-boards

None of the

above

Other (please specify)

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

I remember advertisements I see here (Check all that apply):

PM Seg1 PM Seg2

CA Seg1 CA Seg2

How much do you agree with the following state-ment: Night cream is the most important skin care

product for my skin

Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

How much do you agree with the following statement: Night cream is the most important

skin care product for my skin

Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

How much do you agree with the following statement: Night cream is the most important

skin care product for my skin

Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

How much do you agree with the following state-ment: Night cream is the most important skin care

product for my skin

Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

How much do you agree with the following state-ment: What you put on your face should be healthy

and natural

Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

PM Seg1 PM Seg2

CA Seg1 CA Seg2

How much do you agree with the following statement: What you put on your face should be

healthy and natural

Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

How much do you agree with the following state-ment: What you put on your face should be healthy

and natural

Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

How much do you agree with the following statement: What you put on your face should be

healthy and natural

Strongly agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Strongly disagree

PM Seg1 PM Seg2

CA Seg1 CA Seg2

Do you consider yourself to be leading a healthy lifestyle?

Yes

Maybe

No

Do you consider yourself to be leading a healthy lifestyle?

Yes

Maybe

No

Do you consider yourself to be leading a healthy lifestyle?

Yes

Maybe

No

Do you consider yourself to be leading a healthy lifestyle?

Yes

Maybe

No

PM Seg1 PM Seg2

CA Seg1 CA Seg2

0.0%

20.0%

40.0%

60.0%

80.0%

Which of the following magazines do you read? Please choose all that apply.

0.0%10.0%20.0%30.0%40.0%50.0%60.0%

Which of the following magazines do you read? Please choose all that apply.

0.0%

20.0%

40.0%

60.0%

80.0%

Which of the following magazines do you read? Please choose all that apply.

Fash

ion M

...

Cookin

g a

...

Cele

bri

ty...

Hom

e a

nd...

New

s M

ag...

Tra

vel M

a...

Sport

s M

a...

Healt

hy L

...

None o

f t.

..

Oth

er

(ple

...

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Which of the following magazines do you read? Please choose all that apply.

PM Seg1 PM Seg2

CA Seg1 CA Seg2

Hikin

g

Bikin

g

Runni

ng

Trav

elin

g

Shop

ping

Readi

ng

Wat

chin

g TV

Dancin

g

Cooki

ng

Surfi

ng th

e In

tern

et

Other

(ple

ase

spec

...0.0%

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

Which of the following are your favorite activ-ities? Please choose all that apply.

Hikin

g

Bikin

g

Runni

ng

Trav

elin

g

Shop

ping

Readi

ng

Wat

chin

g TV

Dancin

g

Cooki

ng

Surfi

ng th

e In

tern

et

Other

(ple

ase

spec

...0.0%

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%

Which of the following are your favorite activities? Please choose all that apply.

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%

Which of the following are your favorite activ-ities? Please choose all that apply.

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

Which of the following are your favorite activities? Please choose all that apply.

Perceptual Map – Segment 1

Perceptual Map – Segment 1

Perceptual Map – Segment 2

Perceptual Map – Segment 2

Conjoint Analysis Seg2 Feature Importance Seg2

Conjoint Analysis Seg1 Feature Importance Seg1

Price per size29%

Unique Benefit

8%

Place (Sold at)

13%Discount frequency

5%

Texture3%

Bottle Type12%

Ingredient30%

Natural In-gredient

32%

Discount Frequency

2%Bottle Type3%

Texture4%Sold Place

8%Unique Benefit

10%

Price39%