The perfect facial skin care is the dream of almost all women. Looking healthy, fresh, and beautiful is the goal for them in using various skincare products. And the pandemic is not a big deal for them to continue taking care of their facial skin.
Even they mostly stay at home, in fact women still do facial skin care. These insights are known from the research we have done, by separating their employment status. There are 227 housewives, 354 female student, 432 workers, and 140 who have not worked.
Regarding the current use of skincare products, female students, workers and those who have not worked, are women who use skincare products more. If based on this pandemic situation, why are you being more active in treating facial skin? Even they are mostly just staying at home.
There are many interesting insights that we found in this research. This line of insights can be a separate record or benchmark for brands with skincare products. To find out more, please see the research results below.
FACE PROBLEMS DO NOT STOP DUE TO PANDEMIC
The first fundamental interesting insight is that facial skin problems have not stopped because of the pandemic. Being more at home does not just end women’s facial skin problems.
From the first data above, a series of facial skin problems such as acne, blackheads, dull skin and so on are the basis why they continue to use skincare products to solve these problems.
Like the problem with acne. Acne is not only caused by dirt or dust and even pollution that sticks to facial skin, but can also be caused by stress due to pandemic conditions like this. Something like this can happen to them. For that, instead of being beautiful, from a series of problems, they want to have healthy facial skin.
Then knowing that facial skin problems do not just stop, what elements should they have in the skincare products they need?
WHAT ELEMENTS ARE REQUIRED FROM SKINCARE PRODUCTS?
In the second data above, housewives, female students, workers and those who have not worked – all agree that Vitamin C is the element they need to be in the skincare products they use. Vitamin C itself functions as a facial skin lightener, so this also indicates that women want their facial skin to be healthy and bright.
Then is there a possibility that they can find out other important elements? There is a possibility and this is something that brands can prepare to step closer to all of them. This is an interesting insight that they also need knowledge about the elements in the skincare products they use.
In fact, this could be their basis or consideration for buying skincare products. This point is explained in the data below.
Apart from paying attention to quality, price, BPOM standards, to testimonials – they also consider the element of Vitamin C, Vitamin B3, and Aloe Vera which might match their facial skin problems.
The insight in the third data that can be found is to make it clear that women really want the best for their facial skin. Not only for make them more beautiful, but women want their facial skin to be healthy even most activities during a pandemic like this are mostly done at home.
Regarding everything they consider in buying skincare products, the next question is for 2021 – what products do they want or need?
WHAT THEY WANT TO BUY IN THIS 2021
Based on the fourth data above, of course this is a special note for brands that have products as listed there. Serum, cleanser, and sunscreen are the top three products needed by women for facial skin care.
However, what brand needs to know in detail are the two colors that interpret, the blue color is if the pandemic is over and the pink color means if the pandemic has not ended. And the percent number represents how many women will buy the product in the conditions listed.
Related to this information, from the fourth data it is also seen that many of them will buy cleanser products – which means that they have a habit of continuing to maintain cleanliness, especially the cleanliness of their facial skin during the pandemic and after the pandemic ends later.
But what is clear is whether or not this pandemic end, women need facial skin care. This can be a benchmark for brands is preparing strategies for the future.
WHAT CAN BRANDS DO?
The fundamental things for brands to do first is to really know what the problem of women’s facial skin is, which is the target audience of the products they have. Being a solution to their skin problem is something that is obviously, but what kind of communication can the target audience understand?
One way of communicating that can be built or sharpened is by providing knowledge to them about every element in the product from the brand. Like the insight above, that they really care about what they use.
Explaining the element in their skincare products can be separate communication pillar to get closer to the target audience. In advertising materials, regardless of the platform – especially on social media, this method of communication can be applied because the knowledge of the element in their skincare products is also a consideration for buying them.
We need packaging that is attractive and easy to understand by various target audiences so that they are interested and finally buy skincare products from the brand.