EVALUATIVE RESEARCH
Prepared by Executive Solutions, Inc.
November 1992
(Note: confidential information has been removed from this report)
CAVEAT
Focus group sessions are considered to be exploratory research designed to generate new ideas, explore attitudes and motivations and find our how people think about a particular subject. By their very nature, focus group sessions cannot be used to project to the market place or predict behavior. Further, while Executive Solutions has a 13 year history of providing excellent opinions for successful Fortune 500 clients, and while every effort has been made to insure that the opinions offered in this report are useful and accurate, it should be kept in mind that these opinions are not the only interpretation possible from the research. The findings and recommendations developed during this phase should be considered only as hypotheses which are to be quantitatively validated at a later time.
BACKGROUND AND PURPOSE
French Cosmetic Import is a very successful, long standing French company predicated on a two-tiered approach to skin-care: internal and external (nutritional supplements coupled with topical preparations). The French Cosmetic Import line of products emphasizes preventative treatment. It includes encapsulated liquid vitamins and single dose vitacosmetic ampules which contain unoxidized vitamins in their natural form. Antioxidants, (especially Vitamins A & E) figure prominently into the formulations.
The United States distribution rights for French Cosmetic Import have recently been acquired by a N.Y. based firm. The purpose of this study was to assess the acceptability and market potential of the French Cosmetic Import product line in the United States. Specifically, it sought to gauge consumer interest in the overall internal/external concept. A secondary aim of the study was to elicit information regarding the best possible channels for distribution (info-mercials, department stores, health food stores, etc).
Last, the investigation sought to estimate the perceived uniqueness of the line, to identify the specific functional/emotional benefits that might create broadest market appeal, to obtain preliminary reactions to packaging/positionings/taglines, to better understand current American vitamin/skin care routines, and to discover any negative reactions to French Cosmetic Import that might auger against proceeding.
METHODOLOGY
A total of six focus groups were held across three geographically dispersed regions of the United States; two in New Jersey at XXXXXXXXXXXXX, in Chicago, Illinois at XXXXXXXXXXXXXXXX) and in Irvine, California at XXXXXXXXX. The research was conducted by XXXXXX, XXXXXXXXXXX, and XXXXXXXXXX of Executive Solutions, Inc in the fall of 1992. Participants were screened for the following criteria:
- Women only
- A mix of ages 25 -- 54 (3/4 of each group under 40)
- Mix of working/non-working women
- At least half of the respondents per group engage in regular physical exercise or sporting activities
- One group (Users) in each market had purchased nutritional supplements such as vitamins, protein drinks, "energy" bars, etc. in the past 3 months and will probably or definitely buy supplements in the future.
and
One group (Non-Users) in each market had not purchased nutritional supplements such as vitamins, protein drinks, "energy" bars, etc. in the past year and will definitely, probably or might/might not buy supplements in the future.
- ALL: Some type of skin care product purchased in the past six months
- ALL: Not negatively disposed towards purchasing vitamins and supplements again
- ALL: All are receptive to new products
- ALL: Income between $25,000 -- $75,000 if single, $35,000 $90,000 if married
- ALL: Have not participated in market research study in past six months
- Nobody in household works for advertising agency, marketing research company, or manufacturer of beauty or nutritional products
- All passed our proprietary create-articulate screening instrument
EXECUTIVE SUMMARY
OVERALL REACTION TO THE FRENCH COSMETIC IMPORT CONCEPT:
The concept of an internal/external line of skin care was basically received very well among the women in the sample. Not surprisingly it appears to have the greatest potential among those who currently use facial care regimens and take vitamins. More than non-users of vitamins, they understand the value of approaching skin care both topically and nutritionally. The more sophisticated the user the more this concept made sense.
There were a number of characteristics of the French Cosmetic Import product line that were particularly appealing to these women. The name French Cosmetic Import and the French Heritage seemed to infuse the brand with sophistication and credibility in terms of performance. It also seemed to portray the line as higher-end. While all consumer groups (with the exception of the California non-vitamin users) showed considerable purchase interest, The New York group was most receptive and least skeptical. This is perhaps because they are most accustomed to paying higher prices for their skin care products.
Contributing to the overall positive perception of the French Cosmetic Import approach was the French legacy. French women were perceived to be, on the whole, incredibly beautiful, especially with regards to their skin:
"When I think of France, I think of beautiful, perfect looking women."
Further, the French legacy seemed to enhance the perception of the product line as a skin care/beauty care regimen rather than a health care product line. This is likely a considerable plus since women are probably more likely to try products designed for their skin than they are to use health foods.
Respondents appeared to think that the internal/external approach to beauty care inherently made sense. In particular, if one could take care of their insides with vitamins A & E, it seemed to follow that one's outsides would benefit from the same treatment. Further, their was a considerable degree of surprise among participants that (in their perception) no-one else had yet come out with such a product line. French Cosmetic Import was perceived to be a very unique idea.
A small minority of respondents suggested that "Amway" & "Nu-Skin" might offer a similar product line (they were uncertain). However, French Cosmetic Import was distinguished from these product lines in that it was perceived to be "higher-end".
Many respondents were so pleased with the idea that they desired the line to include hair and nail care as well. This would seem to be a natural fit to them because one way that many respondents perceived that their vitamins were working was when their nails started to grow.
PARTICULARLY APPEALING ELEMENTS OF FRENCH COSMETIC IMPORT:
27 year history:
This was perceived by respondents to mean that the product had been researched in-depth. It seemed to validate the image that XXXXXXX had perfected the process in France and had finally procured the rights to bring it to the U.S.
Only the highest grade of raw materials are approved:
Respondents liked the idea that the products were of ultra-fine quality. The fact that XXXXXXX maintained personal control over the process was highly desirable. However, the notion that XXXXXXX actually goes out and does the shopping generated severe suspicion. Last, it was frequently noted that "raw materials" could imply chemicals that might be hazardous to one's health. They suggested revising the phrase to read "only the highest grade of all-natural raw materials"(there may be legal considerations involved with this).
Slow the tell tale effects of time
This was a very believable way of inferring that respondents would be able to maintain their youth. They specifically liked the fact that this wording did not infer that the product could completely obliterate wrinkles, etc. That would not be credible. In contrast, everyone admitted to noticing some "tell-tale" skin aging. This phrase made them feel understood.
Battles time on two fronts
This seemed to stamp in the overall notion that one could approach skin care externally and internally.
POSSIBLY NEGATIVE WORDING TO CONSIDER LEAVING OUT OR REVISING:
Unoxidized
Virtually none of the respondents knew what the benefits of unoxidized vitamins were. It sounded important, but tended to make them nervous. They weren't sure if it was a good thing or a bad thing.
Synergistic:
This was perceived to be too much of a "buzz" word. Respondents interpreted this as meaning that someone was trying to scam them or "pull the wool over their eyes".
AVENUES OF DISTRIBUTION:
French Cosmetic Import was primarily expected to be sold in department stores such as Nordstroms (all cities), Robinsons [L.A.], Saks [Chicago, N.Y.], Marshall Field [Chicago]). Respondents first impressions were that the product line would be found at a such a store. This information was volunteered in response to general questioning ("Where would you expect to find this line of products?") without prompting for specific stores. The perception of the product being distributed in department stores was consistent with the high-end image respondents had of French Cosmetic Import: they envisioned a salesperson who would fully explain the line and all of it's benefits. This would seem to indicate that a personalized, salesperson oriented approach would likely offer the path of least resistance. While this type of approach might most comfortably be implemented through higher end department stores, other avenues are available, and would appear to be feasible given consumer response (infomercials, health food stores, salons, etc... see below).
JCPenny and other moderately priced channels were never mentioned spontaneously. However, when prompted, the large majority felt that one might also find French Cosmetic Import here. The vast majority of respondents felt this would be appropriate.
In addition to the department stores mentioned above, salons were perceived to be an appropriate avenue for distribution. Like the department store, a salon would offer a knowledgeable salesperson who could take the time to explain the benefits of the French Cosmetic Import line. Others almost universally suggested ways to gain trial were through samples and coupons.
Some women also thought another suitable avenue for merchandising was health food stores. For them, finding vitamin based skin care essentials in this type of store made perfect sense. Perhaps reasoning for this came from the fact that patrons of health food stores were typically interested in purchasing and using "natural" products that would enhance their lives, including health and appearance. Many perceived this skin care approach as just that. "It just makes sense to me. After all, this product is vitamins." "The best cream I ever used was Vitamin E cream from the health food store. The only reason I stopped using it is because I can't find it anywhere." One note of caution however: It would appear to be essential to clearly position the line as a "beauty regimen"/skin care line if it were going to be placed in health food stores. This is because respondents perceived the French to be experts in skin care, but below average in health care. Confusion would be more likely in a health food store, so clarity is necessary. Health food store distribution might be optimized if it were possible to educate the managers about the product line so they could explain it to consumers.
Last, many respondents thought that the product line was perfect for an infomercial. Participants thought that the concept required a significant amount of time to explain and illustrate, and that an info-mercial would provide the appropriate forum. Infomercials could offer important information about the product. "It could be adequately explained." This was especially true if the spokersperson/endorser was someone trusted and respected. "It needs to be someone we look up to." In reference to a Victoria Jackson infomercial, one woman added; "Meredith Baxter Birney wouldn't lie" (she seemed to feel a personal connection to this celebrity).
While the French Cosmetic Import product line was seen as a natural fit for infomercials, there were the standard objections to purchasing anything from a television offer: "How could you take it back? It's so much trouble to mail or ship things back." "Who could you talk to about the products?" "Its inaccessible." On the other hand, there were a number of people in these groups who had had a positive experience with an infomercial. They were happy with the purchases they had made via TV. The complaints raised above should likely NOT dissuade French Cosmetic Import from pursuing an infomercial as none of these complaints were specific to French Cosmetic Import, and, infomercials have been growing in popularity as a medium, despite consumer skepticism.
The feasibility of an info-mercial is an issue that should be further tested quantitatively prior to market. As with all highly image-driven categories, the quality of the commercial should be high in order to avoid denigrating the line's high-end image.
USER IMAGERY
The typical user of the French Cosmetic Import line was perceived to be a 35-45 year old, successful, woman who was likely associated with professionals (she either was one herself or was an executive secretary, etc.). Most importantly respondents' perceptions of the user were fairly similar to their self images or ego ideals. The user was either someone they identified with or someone they aspired to be like. This test has often been interpreted as a check on direct questioning about purchase interest. French Cosmetic Import seemed to have passed with flying colors. Virtually none of the perceived users were unpleasant, or terribly inconsistent with consumers' self perceptions. Specific examples of user imagery profiles are included in the detailed findings.
DETAILED FINDINGS
overall perceptions
The "French Cosmetic Import" approach to skin care typically elicited positive reactions from consumers who were attracted to the unique element of combining the use of vitamins both internally and externally. The dual use of vitamins was a novel idea that sparked interest among group members. It seemed that women were drawn to this particular approach to skin care on the basis of the perceived wholesomeness/naturalness of the products and the implications this might have for slowing the skin's aging process.
Furthermore, in the minds of consumers, there seemed to be a natural fit between skin care and vitamin usage. Ideally, Women wanted to use facial products made from "natural" or "organic" ingredients -- no chemicals.
"As natural as possible, after all we're natural."
It was not difficult for them to imagine using vitamin based products on their skin. Since vitamins were safe (pure and natural), even beneficial when ingested, it stood to reason that they would work similarly when topically applied.
Critical to the acceptance of this line was the fact that the majority of consumers (especially women who currently used vitamins) believed that taking vitamins was an effective way of taking care of themselves. Prevailing perceptions of the benefits of vitamins were that they balanced an unbalanced diet and/or provided energy -- aspects women welcomed.
"I take vitamins (a multiple vitamin) so I can be sure that I am getting the minimum daily requirement."
"I take them (vitamins) because they make me feel good and give me energy."
Respondents had a variety of ways of knowing that vitamins worked --- from the fact that their hair and nails grew when taking "strong pre-natal vitamins" or "Vitamin E", to the fact that some believed that they avoided colds and sickness when they took "Vitamin C." One woman related an experience which verified her belief that vitamins "work."; prone to fever blisters for years, she learned about L-Lysine, a vitamin or amino acid that helps prevent viruses that caused fever blisters and cold sores. After taking them regularly, she said her fever blisters rarely, if ever, occurred again.
A couple of participants had previously used Vitamin E on their skin and were pleased with the results.
"It really helped my skin. It felt softer."
"I can see a difference when I put it on my skin."
Satisfying experiences with vitamins, whether used externally or taken as a supplement, contributed to the approval of and interest in the "French Cosmetic Import" approach.
Another major positive influence for consumers was that the "French Cosmetic Import" line was from France. It appeared that France's reputation was one of taking time to cultivate and take pride in their products. For instance, a couple of women related analogies:
"These products would be good, but expensive -- just like fine wines from France."
"That the products come from France says high quality to me."
French heritage with regard to skin care was a plus. Not only was France perceived as serious and progressive in their on-going development of skin care and beauty aids, the reputation of French women was one of beauty and sophistication. French women, were perceived by American women, as the really "gorgeous" women in the world:
"When I think of France, I think of beautiful, perfect looking women."
This statement seemed to be the general consensus from group members. Several women categorized French women as having a philosophy of beauty first and foremost. These women seemed to admire the French women:
"I think this would be a good product. After all, French women have perfect everything."
"French women really care about their skin. That's what matters to them."
The fact that French women were seen by American women as extremely indulgent in taking care of their appearance likely enhanced reactions to the concept. Perhaps American consumers reasoned that if French women had relied on "French Cosmetic Import" for many years, it must provide results.
Furthermore, the information that "French Cosmetic Import" had been used by French women over the "past twenty-seven years" was noteworthy. For some, this confirmed that the products had been researched extensively and the women of France continued to use the products because they worked:
"That is a long time to stay in business. The products must do the job."
On the other hand, several women wondered why it had taken so long for these products to be brought into the United States. A couple of Group members reasoned that FDA regulations could have caused the delay. Perceptions were that France was very liberal in their approval of products to be marketed, much more so than United States government regulations would allow. This reasoning seemed to foster positive feelings about this new line:
"It must have been thoroughly researched by now in order for it to be sold here."
This line was different. Not only was it perceived as fitting with a French woman's elegant style and sophistication, it approached skin care like no other line. In combining the dual effects of vitamins used supplementally and topically, "French Cosmetic Import" had approached skin care in a progressively -- yet natural, believable manner that women felt comfortable with:
"It makes sense to me -- this really would battle skin care on two fronts."
"We know that Vitamins, especially A and E, are good for the skin. It stands to reason that using them internally as well as externally would provide better results."
Parenthetically, a couple of women thought that "French Cosmetic Import" was similar to "Amway" and "NuSkin." However, even though each of these lines may offer vitamin supplements, respondents did not say that these lines offered vitamins for use directly on the skin.
Again, many participants appreciated the wording "slow the tell-tale effects of time" for its believability and honesty. Whether it was the 28 year old who had just noticed a little crease beginning to take shape around her eyes or the 50 year old woman who had watched her face change over the past 15 years, women were in unanimous favor of slowing down their aging process. They were pleased by the honesty in this phrase. They knew that signs of aging could not be completely reversed, but they did believe that facial lines along with other evidence of living and laughing could be made less apparent by taking care of themselves and their skin. (The only exception to this were several members in the non-user group in California. It appeared that these few women were not that concerned with their appearance. It simply was not that important to them, supporting our suspicion that California non-users are somewhat idiosyncratic and atypical.)
Another aspect of the product line that proved meaningful to respondents was the information about ingredients. Hearing that "French Cosmetic Import" products contained "only the highest grade of raw materials" was important, especially given the fact that these were products to be ingested and also used on sensitive, delicate, facial skin:
"Someone is making sure that they're using good quality ingredients."
Perhaps one group member summed up the importance of quality ingredients when she said:
"For instance there are differences in carrots. You can either buy organic or regular depending upon the quality you desire for yourself."
It should be noted, however, that several people were a little uncomfortable with the wording "raw materials," saying that this could perhaps convey a message of "chemicals." They preferred that this information be stated instead as "natural raw materials."
There were several additional aspects of the description shown to consumers which met with some disapproval. These wordings upset the consumers, apparently because they very much liked the overall idea and believed that these communications failed to enhance understanding or acceptance of the products. "Unoxidized" was typically rejected because the majority of women did not know for certain what it meant. One or two people guessed:
"it's still fresh, not rancid," while another person said
"it doesn't mean anything to me. In fact, I think it will contradict the good points."
"Synergistic" also failed to elicit positive reactions from consumers. They found it undesirable:
"It's just the latest buzz word."
Perhaps, some panelists did not know what it really meant and others, who did understand the meaning, preferred that the message be presented in more simplistic terms. "Synergistic" seemed to have given some people the idea that they were not being given complete information about the product:
"This gives me the feeling that they're forgetting to tell me something important or covering something over."
Despite these negative reactions (to wordings which could easily be left out or changed), reaction to the overall idea of the "French Cosmetic Import" internal/external approach to skin care was so positive that some respondents suggested a line extension for hair and nails. It made sense to them:
"It seems like a logical next step."
Because many of them had experienced improvements in nails and/or hair due to vitamin usage at some point in their lives, they believed/knew it worked.
"My hair was great when I was taking the pre-natal vitamins."
"When I used to take Vitamin E, my nails were so much better. They were stronger and they grew."
A couple of people were familiar with hot oil treatments for hair. They imagined that "French Cosmetic Import" hair products might combine supplemental use of vitamins with an oil treatment containing vitamins for their hair. It appeared that whether or not women had actually used "hot oil" treatments themselves, they believed that they provided results for dull, dry or damaged hair.
THE "FRENCH COSMETIC IMPORT" USER
Following presentation and discussion of the "French Cosmetic Import" concept, group members were asked to imagine that a "French Cosmetic Import" user had just walked into the room. They were asked to describe her completely, including appearance, dress, personality, age, attitude and interests. This exercise is borrowed from the behavioral sciences and is useful as a check on direct reactions to the concept (if they love the concept but hate the perceived user, it's likely that they haven't told you the whole story).
Interestingly, women from both the user groups, as well as those from the non-user groups, typically described the French Cosmetic Import user as someone much like themselves (identifying with them) or described someone they wished to be like (an aspirational character). Again, there was exception to this in the non-user group in California where women generally failed to describe the user in favorable terms.
The "French Cosmetic Import" user was frequently described as being in her 30's or 40's. She was usually tall, slender and attractive. For some, she was extremely well manicured, elegantly dressed and sophisticated. She either spent quite a lot on clothes or just looked like she did. Others pictured her in casual, work out clothes and said that she had children.
Whether she was a blond or brunette, she was frequently described as a self-confident woman who took pride in her achievements. She was most often imagined to be a professional/career oriented person who was on the go most of the time. While she was an "on the go" professional, many also perceived the typical French Cosmetic Import user to have a balanced lifestyle such that they could look forward to weekend relaxation.
For some, the "French Cosmetic Import" user was physically fit. She participated in some form of exercise. It was important to her, as was her appearance -- each of which she took pride in.
Below are some of the specific descriptions given by respondents. These user profiles may be useful in choosing a spokesperson for an infomercial type setting, or a model for display advertisements:
User group's descriptions
- "A 45 year old XXXXXXX Denuve. She has long, beautiful hair and looks great."
- "A Mariel Hemingway type. She's a 29 or 30 year old single attorney with long hair. She really is a top notch person whose nails are always manicured. She dates. She's content with herself."
- "She has long, dark hair that is up in a bun. Dressed in a suit, she is a professional -- working in the fashion industry. She is smart and after work she loves to go home and put on her jeans and relax."
- "This woman is 5'7", 35 years old. She is a beautiful woman with naturally curly hair wearing a flowing dress. She is clean cut and self confident. Perhaps she is a sales person, but also a free spirit."
- "A tall, willowy woman who looks to be about 35 to 40. She has ash blond hair, short to the shoulder and she is wearing a pale suit, probably Chanel, a gold choker and heels. She is a corporate executive who wants to lose 10 pounds."
- "I pictured a Jackie O type. A woman who has style and keeps herself looking young."
- "She is 5'7", around 38 years old. She is physically fit, toned but not skinny. She has dark, flowing hair and light, creamy/brownish skin tone. She is either independently wealthy or a homemaker."
Non-User Groups -- (With the exception of California)
- "5'8" -- thin -- late 30's, early 40's. She has short blonde hair, color treated. She is a smart, trendy dresser wearing Donna Karan -- her outfit probably cost her about $800. She is a business woman pulling in about $100,000 a year with a strong sense of self. She spends weekends at art galleries and museums. She shops for skin care at Saks. She goes right for quality -- knows exactly what she wants."
- "Mid 40's with brown hair -- a beautiful woman -- Candice Bergen or XXXXXXX Denuve type. She is wearing elegant silver jewelry and a cream colored dress. She is a successful business woman and she takes care of herself by eating right."
- "This woman is in her early 30's. She has a classic look. She is physically fit and today she is not wearing workout clothes and is not overly made up. She has short hair. It's blonde, a very sleek look. She has children and works outside the home. She wishes that her life was not so hectic."
- "This woman is past 30. In fact, she is over 50 but looks 40. She is about 5'5" tall. She wears basic clothes, suits, skirts and jackets -- things like that. She has beautiful skin and is a no frills type person."
- "She is between 30 and 40. Right now she is in sports clothes, but not usually because she works outside the home. She has a very clean look. She has children."
- "I see a tall, slender woman, well dressed. She is proud of her achievements and earns a high income. She is happy on the weekends to curl up with a book or go skiing. She is very accepting of herself."
- "I see Cher, or someone like her. She is gorgeous, natural and down-to-earth. She's a classic."
SKIN CARE VERSES HEALTH CARE
Respondents most often defined "French Cosmetic Import" as a skin care line. Perhaps this labeling was partially due to the product's French heritage. As mentioned previously, French women were considered "very beautiful," regarding the care of their skin as top priority. As a result, consumers instinctively categorized this system as skin care.
A few people, however, referred to this line as both skin and health care. They reasoned that although it was a treatment for the skin, vitamins added a healthy dimension. They still had difficulty describing the line without at least some reference to skin care (e.g. "Skin care from a nutritional point of view." )
It is also possible that "French Cosmetic Import" was not perceived as primarily a health care line because participants did not view the French people as uniquely health care oriented. This augurs strongly for positioning French Cosmetic Import as a skin care line/beauty regimen. It appears that if any attempt were made to position the products as health care, the French heritage would be deleterious, instead of advantageously enhancing the perception of a skin care line.
POSSIBLE DISTRIBUTION ROUTES
Women typically mentioned department stores when asked where they might expect to purchase "French Cosmetic Import" products. Interestingly, all markets thought that Nordstroms was an appropriate store for distribution. With Nordstroms standing as an exception, depending upon the market, stores varied: New Jersey respondents suggested Saks, Bloomingdales, Macy's and A & S ("Better, high-end department stores"); Women in Chicago also thought "French Cosmetic Import" warranted distribution the "fine department stores" like Marshall Fields; Californians mentioned Bullocks and Robinsons. Many panelists agreed that in order for consumers to fully understand the line and its directions there would need to be adequate time devoted to them by "French Cosmetic Import" sales representative/skin care specialists. Group members suggested that this line be sold much like "Clinique," where sales women asked questions about skin type and helped shoppers with specific instructions about the steps they would need to take each day in caring for their skin.
JCPenny and other lower end channels were never mentioned spontaneously. However, when prompted, the large majority felt that one might also find French Cosmetic Import here.
Some women thought another suitable avenue for merchandising was health food stores. For them, finding vitamin based skin care essentials in this type of store made perfect sense. Perhaps reasoning for this came from the fact that patrons of health food stores were typically interested in purchasing and using "natural" products that would enhance their lives, including health and appearance. Many perceived this skin care approach as just that. "It just makes sense to me. After all, this product is vitamins." "The best cream I ever used was Vitamin E cream from the health food store. The only reason I stopped using it is because I can't find it anywhere."
There is an additional point to be weary of with health food stores: a minority of respondents thought that if the products were offered in health food stores, consumers may find it easier/less expensive to walk around the corner to the vitamin aisle and choose the vitamins on their own. This might especially be true once they have had an opportunity to read ingredients on the labels. "If the ingredients are the same, why would I spend more for French Cosmetic Import."
Another possible avenue for distribution might be spas. Several respondents thought that "French Cosmetic Import" was perfectly suited to be sold in spas. For these women spas and "French Cosmetic Import" shared similar qualities. Spas were typically viewed as sophisticated places where women could be treated (usually with natural/pure/healthy products) in a calm, relaxing atmosphere to ultimately enhance the health of their skin as well as bodies and minds. "French Cosmetic Import" was perceived as much the same -- offering a sophisticated line of products that used natural, healthy ingredients to promote safe (security/peace of mind about using vitamins internally and externally) skin care. The approach/feel/perception of the line seemed to match with spa perceptions.
However, it should be noted that while some consumers agreed that they could imagine this line in health food stores and/or spas, others felt that each of these distribution routes could be too limiting. Perhaps these atmospheres were not considered conducive for selling/explaining the product. Limited product exposure was also seen as a potential drawback. These participants apparently patronized department stores more frequently than health food stores or spas. In addition, "French Cosmetic Import" was occasionally regarded as too refined for health food stores.
Many respondents thought that the product line was perfect for an infomercial. These people thought that infomercials could offer important information about the product. "It could be adequately explained." This was especially true if the spokersperson/endorser was someone trusted and respected. "It needs to be someone we look up to." In reference to a Victoria Jackson infomercial, one woman added; "Meredith Baxter Birney wouldn't lie."
While the French Cosmetic Import product line was seen as a natural fit for infomercials, there were the standard objections to purchasing anything from a television offer: "How could you take it back? It's so much trouble to mail or ship things back." "Who could you talk to about the products?" "Its inaccessible."
These complaints should likely not be taken to dissuade infomercial distribution of French Cosmetic Import since they were not specific to French Cosmetic Import, and, infomercials seem to be continually proving themselves as a successful medium despite consumer skepticism. Also, there were a number of people in these groups who had had a positive experience with an infomercial. Either they had satisfactorily purchased products advertised in an infomercial or they had watched one that they were interested in and believed.
POSSIBLE SPOKESPERSONS
While there were many suggestions offered for the "French Cosmetic Import" spokesperson, some were said to be more fitting (and were mentioned more often) than others. For instance, XXXXXXX Denuve's name was brought up often, as well as Jane Seymor's. These two women were perhaps likely candidates in the minds of consumers since they were European.
"A European product should have a European spokesperson."
Other women for consideration were Candice Bergen, Connie Selleca, Linda Evans, Jaclyn Smith, Cheryl Tiegs, Mariel Hemmingway ("fresh looking"), Janine Turner (Northern Exposure) and Cindy Crawford ("She's too young").
REACTIONS TO AMPULES & LIQUID VITAMINS
Globally, respondents seemed to be pleased with the idea of the liquid encapsulated nutritional supplements. Although they did not perceive that the liquid form of the vitamins connoted increased power or effectiveness, they did believe that the vitamins would be absorbed into their system quicker than those in solid form. There would be seemingly be a shorter latency period for the vitamins to take effect, and this was very desirable.
With regards to the topically applied vitacosmetic ampules, respondents were, on the whole, at least accepting of them, even if not completely satisfied. All in all it made sense that a product for the face containing vitamins would be packaged for freshness and cleanliness. Women seemed to realize that it was necessary to prevent contamination of this vitamin oil in order for it to work effectively.
After having the chance to examine an ampule and actually try the topically applied oil, most consumers felt that it would be beneficial for their skin. Interestingly, even though members in the user group said they would use the ampules, it was most often the panelists in the non-user groups who reacted most favorably. They found the scent appealing. It was fresh, sometimes described as "herby," or "gardeny." "It smells good." In addition, several respondents really liked the texture of the ampule. They found the consistency "smooth." "It feels really nice."
On the downside, some women did not find the ampule's fragrance acceptable. They were unable to find the right words to describe how the ampule smelled. Perhaps negative reactions were due to the fact that the contents from the ampule was not as sweet or perfumed a fragrance as some women were used to in products they were currently using. In addition, a couple of people thought that the ampule contained "too much oil" for one application and they questioned what they would do with the leftover amount. "Would it spill out?" "Where should they keep it?"
The majority of women said that they would not be willing to bite the ampule in order to open it. Some people were afraid that the contents of the ampule might "squirt" into their mouths. They were unsure about how difficult it might be to bite the ampule and several women shared concerns about biting into the ampule itself because they did not know what it was made of.
However, women did not think they would have a problem opening the ampule by other means. Most people had either a "scissor" or a "nail clipper" right in their bathroom that they could easily use. One or two women also suggested using a "pin." "I would prick a hole in the ampule just like I have in a Vitamin E."
REACTIONS TO PACKAGING
Reactions to the white and gold packaging were typically the most favorable of all presented.
"It's classy."
"I could see this in a department store."
Several women voiced their approval of the signature execution down the side of the box. "I like the way the signature is presented down the side." Perhaps XXXXXXX's signature allowed consumers to imagine that there was indeed a real person who cared about the product's quality -- kind of a guarantee to stand behind her product.
The white, pink and gold packaging generally failed to elicit positive interest among participants. Most often group members found it boring or ordinary. "Blah." Several others thought the pink gave it an out of date look, while one or two people thought it looked cheap.
Reactions to the flower were mixed. Some participants liked the idea of the flower, especially on the gold and white packaging. It seemed to signify freshness and that the products were of a natural quality. "Fresh as a daisy." Perhaps they related the soft petals of a flower to expectations of having soft, facial skin. Several women thought that it added a sense of femininity. On the other hand, some consumers were put off by the flower. It was "old fashioned" or "childish."
The plastic "see thru" dual packaging met with negative reactions. Respondents were disappointed by the "cheapness" of the plastic, saying that it was not fitting with "French Cosmetic Import."
"It looks tacky, like Lee Press-On Nails."
Instead of seeing it in a department store, most agreed they would see this type of plastic packaging in "K-Mart." In addition, some consumers were concerned about the environment and objected to the plastic packaging -- "not environmentally sound."
Respondents opinions were mixed with regard to the brown colored bottles in which the vitamins were shown. Some women believed that a colored bottle could protect vitamins, helping to keep their potency. Others did not really think it made a difference or they were opposed because the bottle was plastic and/or unattractive. Furthermore, some panelists were not in favor of the brown bottle because it looked "to medicinal" or "cheap."
REACTIONS TO AN EXISTING ADVERTISEMENT
An existing display advertisement was exposed briefly during the latter portion of each group. The display (see copy attached) typically elicited positive feedback from group members. Women appreciated the "fresh" implication of the advertisement. It also said "healthy." It prompted women to think about eating healthy and how good it was for everyone. "To me it says food -- vitamins feed skin." Several women would have preferred an "older" model. "She's too young. Of course she looks good and healthy." Additional comments were made by one or two people who questioned whether the model was drinking the mixture or pouring it on her face.
COST
Perceived product cost varied somewhat among group individuals, probably depending on what they were currently using, how satisfied they were with it, and what they had paid for it. Attitudes and perceptions could have also been directly related to consumers' current income. However, overall, it appeared that the "French Cosmetic Import" skin care line was generally thought to be in keeping with a medium priced, or, for some, a medium to high cost category. The line was most often perceived to be suitable for retail in department stores which could imply a that it is perceived to be similar in quality and price to skin care lines offered there -- perhaps comparable to Clinique or Lancome.
REACTIONS TO ALTERNATE TAG LINES
Two of the alternate tag lines elicited more positive reactions than others. Participants were drawn to A balanced approach to beauty because it seemed to honestly and adequately describe the "French Cosmetic Import" approach. Perhaps another reason that this tag line was well received was due to the word "balanced." Women might inherently know that balance is important in one's life. "Balance" could have made them think of proportionally taking better care of their lives nutritionally, physically and emotionally.
Participants also liked Vitamine Beaute'. Although it was "simple," some people said that it was "intriguing," yet "you get a feeling of what they are leading to." This phrase was self explanatory. "It says vitamins and beauty."
A Two Part Approach To Beauty -- failed to elicit strong interest. It sounded okay to some people, but it did not really give the information necessary for most people to form an idea about the products or what might be involved in the approach. Internal & External Beauty Care -- sounded different, but not very flattering or descriptive. Total Beauty Care Including Quality Vitamin Supplements For
Maximum Radiance -- was typically rejected due to the length. Women easily became disinterested and lost track of what it said. Complete Nutritionally Oriented Beauty Care -- "told" some people that they would have to eat certain foods while following this beauty care routine. It sounded more like a diet than skin care.
CONSUMER SUGGESTIONS FOR "FRENCH COSMETIC IMPORT"
Several different ideas/advice were suggested across groups. Women typically thought that the packaging should be more contemporary. Even though the white and gold packaging was positively regarded, some participants seemed to feel that the packaging could be improved upon.
If magazine advertising were going to be undertaken, magazines such as Elle, Shape and Voque were suggested.
Not uncommon to the category, respondents requested that the products be distributed in sample sizes so women would have a chance to try them before investing in them. The availability of samples seemed to convey to consumers that companies stood behind their products, believing in their quality and effectiveness enough to feel confident that women would buy them if they were just given the chance to see how well they worked. Many participants said that they had come to use certain products due to the availability of samples.
APPENDIX A
CURRENT BEHAVIOR OF RESPONDENTS
Skin Care: Respondents reported using a variety of products on their skin. Some women used complete lines such as *"Mary Kay," "Clinique," "Aveda," *"Neutramedics," *"NuSkin" and *"Avon." (Interestingly, products that were typically sold "door to door" or "pyramid style" were often noted) Other people mixed brands and products. Some of the specific items mentioned were "Oil of Olay" (moisturizer and cleanser also specified for sensitive skin), "Neutragena Liquid Facial Soap," "Niosome by Lancome," "Alpha Keri Cleanser," "Pond's Cleansing Cream," Germaine Monteil Face Cream," "Aapri Facial Scrub," "Olive Oil Soap" and "Anew by Avon."
Facial products were considered a necessity as well as a luxury. Most women seemed to view skin care as a way to enhance their appearance. "Taking care of my skin by using cleansers and moisturizers helps me look younger." Not surprisingly, products were used not only to cleanse skin, but also to add moisture to dry skin or to restore proper balance to oily skin.
Women usually said that they only needed to spend a "few minutes" each day on their skin care routines. They seemed willing to take time out for this and considered this time well spent.
Most often women said that they relied on "friends" and "word of mouth" when it came to choosing products. Ideally, they wished they could get "samples" of products before buying them. They felt less anxious about purchasing when they "knew" a product was right for them. They also became aware of products through television and magazine advertisements. Some magazines mentioned were Redbook, Vogue, Ladies Home Journal, Elle and Glamour.
Vitamins: As per recruitment, one group per market currently used vitamins. Top brands were mentioned: "Centrum," "Revit," (a complete food in liquid form that was added to juice) Vitamin C (many brands), "Shaklee supplements" and "GNC" brand vitamins. As a note of interest, many respondents mentioned buying vitamins at GNC. It appeared to be a popular chain, one that women relied on perhaps due to quality and convenience. One or two women said they were currently taking prescription "pre-natal" vitamins because they had recently given birth to babies. Other women nodded remembering taking these during pregnancies and all agreed that they were "strong" vitamins that looked like "horse pills."
Interestingly, even though members in the non-user groups were not currently taking vitamins, many stated their beliefs that vitamins worked. "I should take them for energy." "I'm considering a vitamin supplement, but I don't really know how to choose one." Several women also told of personal experiences where they felt a positive difference when they took vitamins.
Women expressed different opinions about generic verses name brand vitamins. Some people thought there was really no difference at all. "It doesn't make a difference to me." Others said that as long as the ingredients were exactly the same -- the product would be the same. Then, on the other side, some women said that they would only rely on name brand vitamins due to reputation and quality.
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