In the ever-evolving beauty industry, understanding consumer perceptions is essential. For heritage brands like Guerlain Cosmetics, primary data serves as a goldmine of insights, revealing how consumers see the brand and guiding strategic decisions to bolster engagement and refine brand strategies.
Unveiling Consumer Perceptions through Surveys
We use a questionnaire survey to understand consumers' awareness of Guerlain Beauty, to help us enhance brand strategies and increase engagement. The survey analyzes and studies the current consumers' familiarity with Guerlain Beauty, purchasing behaviors, factors influencing purchasing decisions, and market development trends, aiming to deeply
understand the consumers' inner world and capture their true opinions of Guerlain cosmetics. By gathering primary data directly from the source, we gain an unfiltered view of the brand's current market position.
Consumer purchasing behavior
With a series of carefully curated questions, we reached out to a diverse demographic, ensuring a comprehensive understanding of the brand's perception across different age groups, genders, and cultural backgrounds. The survey, hosted online, received an enthusiastic response, with participants eager to share their experiences and views.
We learned that the image of Guerlain's customer b
ase is dominated by the age group 18-34 (96.4%), with a majority of women (69.6%). 58.9% of the respondents have purchased Guerlain products. The top three Guerlain beauty products they have used or are most interested in are foundation (46.4%), lipstick (46.4%) and eye shadow (19.6%). It is worth noting that there are still 41.1% of respondents who have not bought or received Guerlain cosmetics.
Factors influencing purchasing decisions
When talking about what factors influence consumers' decision to buy Guerlain products, we found that Brand reputation (53.6%), Product quality (58.9%), and Price (48.2%) dominate consumers' minds.
Leveraging Data to Enhance Brand Strategies
The insights gained from our survey are more than just metrics; they are a roadmap to Guerlain's future initiatives. Understanding that consumers see Guerlain as [consumer perception] allows us to tailor our marketing strategies to reinforce these positive sentiments and address areas where consumer expectations are evolving.
• Tailored Marketing to Younger Demographics
Given the dominance of the 18-34 age group within the customer base, Guerlain should consider crafting marketing campaigns that resonate with this demographic's values and lifestyle preferences. For example, digital marketing campaigns on ins or other social platforms commonly used by young people, as well as collaborations with influencers.
• Focus on Product Favorites
With foundations, lipsticks, and eyeshadows being the most used or desired products, Guerlain should prioritize these items in marketing efforts. Limited edition releases, bundling these favorites, or offering customized options could generate buzz and drive sales.
• Overcoming the Purchase Barrier
Addressing the 41.1% who have not purchased Guerlain products could be an opportunity for market expansion. This could be approached by:
Introducing starter kits or travel-sized versions at a lower price point to encourage trial.
Providing free samples with other purchases or as part of a loyalty program.
• Leveraging Brand Reputation and Product Quality
As brand reputation and product quality are significant decision factors, these aspects should be at the forefront of Guerlain's branding efforts. This can include:
Showcasing customer testimonials and case studies highlighting product effectiveness.
Reinforcing the narrative of heritage and craftsmanship in communications to consolidate the brand's reputation as a purveyor of quality.
• Addressing Price Concerns
With price being a notable factor in purchasing decisions, Guerlain can Implement a tiered pricing strategy that can make products more accessible while maintaining the brand's luxury status.
Reference:
https://docs.google.com/forms/d/1VbAkN-fkZCC_1C1L8N5VLOxNDVgDykHIUF9Si55a5HU/edit#responses
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