Makeup companies, such as, L’Oréal, have started to use new observational market research techniques to get closer to their consumers habits, tastes, wants and needs.
The cosmetics manufacturer, L’Oréal, has started, with their permission, to film the way in which Chinese volunteers use conditioner in their homes.
In South Korea, the cosmetics giant has discovered that South Korean women frequently stock up on a minimum of 25 beauty products, in comparison to between 20 and 25 in Japan and more than double the totals recorded for American and European women.
Additional insights highlight that Japanese women usually add 50 plus coats of mascara in one single session, a figure which is between five to ten times higher than the number of times their European counterparts apply mascara.