The Test Drive

American Demographics, Oct 1, 2002

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There's interest in appealing and simply designed applicators that fit well in a purse. There's also interest in a palette of lipstick colors that accentuate one's natural color.

DESIGN CONTINUUM

Design Continuum, based in West Newton, Mass., conducts ethnographic research to guide product design and development. The research firm decided to use the method to create a strategy for a new company's entry into the lipstick market.

To start out, researchers conducted interviews with experts and two "jam sessions" with consumers in a focus-group-style format - one for men and one for women - both with a cross section of age groups, marital status and opinions about makeup.

The ethnographic portion of the project consisted of four visits, two to four hours in duration. Each visit included observation, and interviews with one or two people (a woman and her fiance; a mother and a daughter; two best friends). According to the report, such groupings "often reveal misreporting or hidden issues. Subjects keep each other honest and bring up issues each might have forgotten on their own." All of the women studied live in the Boston area and are between the ages of 25 and 45.

SELECTED FINDINGS

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Women wear lipstick with different goals that can change by the hour, the day or the year, and these goals can require different products.

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Women revisit their lipstick product or brand choices at life stage transitions (i.e. going to college; starting a new career; becoming a parent for the first time).

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Many women learn about makeup through friends or by experimenting with it on their own.

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Cosmetics are often worn to the workplace to make a woman look older, gain respect and fit in.

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Lipstick needs to be changeable, leaving no stains, yet lasting as long as it's needed, without requiring maintenance.

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Lipstick tubes are easily ruined and have the potential to be messy.

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When women graduate to their first "adult" makeup, they often go to a department store for a complete makeover and then buy a whole set of cosmetic products.

THE FINDINGS APPLIED

Women who are in transition between college and a career are looking for ways to update their makeup and to look professional in their new jobs. These women have increased income and cash flow. Women in this target market need multiple lip products to address the different facets of their lives. Many lipstick brands are trying to capture this market. However, most brands focus on a single aspect in their marketing, or they do not address women's different needs through product design.

To meet this marketing opportunity, Design Continuum proposed a new brand of lipstick that it dubbed "YOU," which includes three product lines:

"Yourself"

Sheer, natural and berry color washes. It's in a Chap Stick-like tube to reinforce its health benefit and carefree attitude. It could include a product that enhances lip size with a swelling stimulant or could come with a lipstick holster for quick draw at the sink.

"Office"

Professional matte and gloss colors. The slick matte silver tube features a roll-on top for easy application, tip protection during recapping and overall protection in the bag or purse. A small mirror provides peace of mind in an environment where looking polished and professional is key.