THE CONSUMER DECISION JOURNEY: SKINCARE BEAUTY DECISIONS ARE ALL ABOUT IN HER SKIN, HER LOOKS AND IN PRODUCTS THAT WORK. For most women, there is a constant stream of hints and reminders that their skin is imperfect. Ageing, beauty trends and skin conditions build internal angst and uncertainty. But marketers who reach her at the right digital touchpoints and in the appropriate mindsets along her path to purchase can help her find confidence in herself, her skin and the products she uses increasing long-term loyalty and advocacy.
BUILDING ANGST OPEN TO POSSIBILITY With many conflicting demands, mom is wide open to suggestions. The trouble is knowing what will work on my face versus what is generic and used for everyone. 3 in 5 women change products at least once every 3 months Friends Adverts Mother SOMETHING HAPPENS DECISION TO CHANGE The reason for beginning the journey. (Health & Beauty) (Brand) VISUALIZATION Mother Work 1 in 4 women make a change based on an ad
1 in 3 are influenced by health and beauty sites 72% of women want closer links between beauty articles and health information THE AGONY OF DECIDING EVALUATING She starts actively seeking information, but is easily overwhelmed. (Deals & Coupons) Friends/ Coworrkers Specialist (Consumer Opinions) HOPEFUL SHOPPING She s getting close to a decision and feels hopeful as a result. Enrichment, the need to understand a product more deeply, and Confidence, assurance that she is making the right choice, are key unmet needs in the Shopping stage. COMPREHENSION (Health & Beauty) I ve taken the product home and I m hopeful that, over time, the product will work. DO: Provide more comprehensive information to help her gain confidence to take to the store.
EXPERIENCING When she thinks the product works, she becomes extremely loyal. The positive feelings lead to 1-to-1 sharing with those in her close network. VALIDATION If it works and if she s validated, she s well on her way to loyalty. Do other women like it, too? Maybe I ll check a few reviews LOYALTY She s happy to stay right where she is and a brand becomes a trusted source. A new line of eye cream? Hmmm Partner/ Friends Coupons Partner Stores/ Point-of-sale
Functional Emotional MARKETERS, WHAT DOES THIS ALL MEAN? 1. Enable subtle encounters that seed ideas. Glo s rich magazine-like digital experiences enable women to immerse themselves in an aspirational contextual environment where projection, discovery and enrichment come easily. 2. Organize digital content that brings in both relevant health and beauty information. Organize content via MSN to serve as her Care hub, bringing in relevant skin health and beauty info. Bing provides a natural trusted point of entry. 3. Connect her with others at crucial decisionmaking junctures. Skype Conversation Ads help seed a conversation in a personal, 1:1 environment. 4. Show digital content through mobile that reinforces messaging at the shelf to improve spend consideration. MSN Living Mobile can help her make her decision on-thego. 5. Validate her decision. Provide access to videos created by beauty and health experts via Glo and MSN. Focus on healthy skin techniques and solutions that augment her skin care solutions and reinforce her choice. 6. Create easy sharing tools through social channels to convey advocacy and instill trust. Skype and Xbox are a fun way to connect with her social circle and share her experience. THE ECOSYSTEM OF INFLUENCE CONSUMER Thinking about what might work, what the product(s) would do for me Aspirational Aspirational VISUALIZATION Imagining the outcome I want or need COMPREHENSION Making sense of the information I have to help me do the right thing Functional Emotional Getting ideas/discovering what feels right INVESTIGATION Getting specific information I need to fill gaps in my knowledge Gaining a better sense of the products I m considering VALIDATION Gaining evidence / support for my choices or ideas Informational Informational Gaining confidence about making the right decision/ what I m doing/steps I m taking Source: The Consumer Decision Journey: Skincare Ipsos OTX, commissioned by Microsoft Advertising, November 2012. Qualitative and Quantitative study conducted online and in personal interviews in the US; A questionnaire using a panel of 1,000 US women, 18-54.