SKINCARE & MAKEUP
Elevating Skincare & Beauty Routines in Emerging Markets
challenge
A leading makeup brand aimed to strengthen its leadership in emerging markets by unlocking new opportunities across the skincare and makeup categories. From daily cleansing to post-acne repair and makeup routines, the challenge was to understand evolving consumer needs in India and beyond in contexts shaped by heat, pollution, lifestyle pressures, and cultural rituals.
OUR APPROACH
Through three interconnected online community studies, we engaged consumers across archetypes, life stages, and skin types. Moderated activities explored cleansing strategies, post-acne experiences, and makeup routines capturing cultural nuances, emotional drivers, and unmet needs. Consumers shared photos, videos, and quotes, revealing how routines adapt to lifestyle, climate, and confidence.
THE INSIGHT
Cleansing is not just about removing dirt; it represents freshness, relief, and confidence, but consumers feel current products don’t deliver deep or lasting comfort. Post-acne care remains a pain point while acne clearance brings joy, scars, marks, and texture issues continue to undermine confidence. Consumers demand gentle, effective, and credible solutions. Makeup is expressive and functional, with Gen Z seeking playful convenience and Millennials prioritizing durability and skin-friendliness. Rituals like wudhu, weather challenges, and long days shape expectations for lasting, portable formats.
THE IMPACT
The studies highlighted opportunities for L’Oréal to offer sensorial, multi-functional cleansers, trusted post-acne repair with CeraVe’s Gel Cream, and culturally resonant, durable makeup. Together, these insights guide innovations that are both scientifically advanced and emotionally meaningful, empowering emerging market consumers with confidence.
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