Personal Care survey 2013

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Executive Summary
Beauty defined, is the quality that gives pleasure to the mind or senses and is associated with such properties as harmony of form or colours, excellence of artistry, truthfulness and originality. For students, receiving a tertiary education, the aspect surrounding beauty was viewed as highly emotional, deep and subjective. Similarly, the discussions around the Personal Care category were Personal Care category were also felt to lend also felt to itself to much debate and differing of opinlend itself to ions. Was beauty a state of being or was it a much debate form of creation and enhancements? and differing of opinions. Was beauty a state of being or was it a form of creation and enhancements? Student Village along with Amoeba Insights, conducted an online Personal Care survey over the month of November 2012, followed by intense and detailed Qualitative focus groups, amongst males vs. females and Caucasian vs. ethnic students, with the key objective being that of establishing the relative importance of the personal care category amongst tertiary students. In addition, information about The recent national on-line survey conducted consumers definition across 95+ tertiary institutions, concluded that of beauty and the 78% of students, women in particular, agreed personal care category with the statement True Beauty is more than as well as the degree just a pretty face.

of involvement and importance surrounded in Face vs. Hair vs. Fragrance vs. Body care were also explored. The recent national on-line survey conducted across 95+ tertiary institutions, concluded that 78% of students, women in particular, agreed with the statement True Beauty is more than just a pretty face. Despite the claimed emphasis being placed more so on ones inner beauty as opposed to external beauty, the study showed that a whopping 82% of students placed a moderate to high degree of importance on their personal care grooming routine. Despite this, 43% of students referenced the Personal Care category 43% of students referenced the Personal Care as being category as being exceedingly overwhelming exceedingly and convoluted. overwhelming and convoluted. Additionally, 36% deemed the category as expensive and exorbitantly priced, particularly for students. Subsequently, many referenced that their parents still purchased the majority of their Personal Care products, with a minimal amount being outlaid in many instances. Money and time invested in the Personal Care category, was however, highly dependent on the type of person i.e. Archetype. The study revealed five key archetypes, namely: The Diva, the proud metro-sexual, the undercover metro-sexual, the natural beauty and the disinterested minimalist. In addition to the archetypes, ones race, age and gender also played a significant part in how you interacted with the PC category. For example, Caucasian and Ethnic women were more

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Products and subsequently brands being able to satisfy these needs and innovate around them, were generally preferred and in some cases seen as market leaders

fixated on their hair and face; whilst men were more concerned about their bodies and aroma. Upon assessing and reviewing all the needs, wants and desires that students referenced within the PC category across face, hair, body and fragrance, it was evident that 6 key and overarching need states existed. This included; ones ability to maintain their current state; enhance oneself, having the ability to provide protection, and being able to transform and rejuvenate the hair, face, body or aroma. Some needs were seen to feature to a greater degree within certain categories more so than others. Products and subsequently brands being able to satisfy these needs and innovate around them, were generally preferred and in some cases seen as market leaders. Players such as LOreal, Ponds, TRESemm, Johnson & Johnson, Aquafresh, Colgate, Nivea, Gillete, Revlon, Dove and Pantene were amongst some of the brands held in high esteem. The report delves into great detail surrounding our students key needs, definitions, behaviour and usage of products and brands in relation to their face, Beauty is how you feel inside and it is reflected hair, aroma/ in your eyes. It is not something physical - Sophia Lauren fragrance and body. Clear gaps and opportunity areas are evident and have been highlighted within the content of the report. Despite students wanting to agree with the infamous Sophia

Lauren, when she said Beauty is how you feel inside and it is reflected in your eyes. It is not something physical, the Personal Care category is felt to have spun its web, tightly around many students, with them feeling trapped, making the importance of external beauty grow exponentially. Concluding, that for students within South Africa, ones inner as well as outer beauty are both seen to define an individual, particularly if you are an impressionable one.

METHODOLOGY

Quant
An online research survey was made available across 95+ South African tertiary institutions

Qual
4 Focus groups: White females White Males Black Females Black Males

Quant findings aided in exploring key outputs in order to assist in developing sound consumer insights

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Key Aim & Research Objectives

Research objectives

Identify students definition of beauty Establish how students perceive themselves in the context of beauty Assess the meaning of Personal Care from a students perspective Interwoven web of confusion Establish students view on the Personal Care category The Personal Care category = Confidence: The reason for Identify key influences within the Personal Care category usage of all products, brands and categories all boil down Determine claimed shopping behaviour and stores frequented to consumers seeking items which will aid them achieving Explore the degree of importance and involvement students confidence to go out and face the world have within the 4 sub categories, namely: Face; Hair, Body and Catch 22: Is the PC Category becoming more complex due to Fragrance / aroma the increasing complexity of the definition of beauty or is the Determine the overarching needs and key need states within each definition of beauty becoming more multifarious because of the sub category ever growing PC category? Identify the gaps and opportunities within the market from a Convoluted category: The PC category was one in which a students perspective plethora of products let alone brands were referenced Key insights False promises: The PC category is one filled in most part Things are not all clear cut: according to students with false promises. Students claimed to Beauty is imperfection personified: Beauty is subjective and is in only be willing to try something if it sounded really good, through the eye of the beholder and its definition is individualistic. word of mouth or had been clinically researched and brand Active battle: Consumers depict a constant struggle with the could be trusted i.e. in most cases the more premium brands definition of beauty i.e. Internal / emotional vs. External / functional beauty Revolutionary evolution Influential Company: The company and friends you keep have Movement is evident: Students express the desire to stop trying

an influential role on how you feel and see yourself Uniquely me: The desire to stand out as an individual so they can fit in is significant, particularly amongst Black females Variances: Personal Care needs differ by Race, Age, Gender and Life Stage Enhancement: Men appear to find products that aid enhancing their aroma appealing whilst women steer towards products which will enhance their current features

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to be someone else and start being happy with oneself In search of perfection: Students reference being on the search for true bliss and perfection within oneself and that means being truly happy with oneself, both in and out

Detailed content
Who spoke to us

In a recent online Personal Care Study, conducted over the month of November 2012 across 95+ tertiary institutions, saw 709 students completing the survey. The sample was fully representative of the South African population and was seen to yield interesting insights amongst our youth. Gender reflected a slight skew towards females, whilst 21 23 year olds depicted the most prominent age group. The racial profile demonstrated a true South African image, with 85% being reflective of our black population. Students who partook in the study ranged across 1st to 4th years with many residing at home or living on campus or within communes.

709 students completed the survey

Getting to know our sample

23+ yrs 22% 17 20 yrs 32%

1st 26%

2nd 22%

3rd 26%

4th 26%

21 23 yrs 46%

Female 60%

Male 40%

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Race profile

Indian 3%

Asian 1%

Black 85%

Coloured 6% White 6%

Rely on pocket money 48% Campus accommodation Rely on money from loans, bursaries etc 14% Living @ home

34%

29% 21%

Employed Part Time 11% Living in shared accommodation Employed Full Time 11% Renting my own accommodation Do a few odd jobs for income 14% Own my own property

13%

2%

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Archetypes formulation
5 different mind sets exist amongst students in relation to the personal care category. hese archetypes have been created based on the emergent behavioral and perceptual differences evident amongst students. Differences in students behaviour are based on their degree of involvement within the category i.e. High vs. Low as well as their relationship with the category, be it on a more functional vs. emotional level
MORE EMOTIONAL

DIVA

Diva They are somewhat fanatical about PC

Natural Beauty They use grooming to bring out their natural selves and opt for more natural vs. chemical
LOWER INVOLVEMENT

PROUD NATURAL METRO BEAUTY SEXUAL UNDER COVER METRO SEXUAL

Proud Metro-Sexual These men are overtly proud and confident in demonstrating their masculinity through the use of PC products.
HIGHER INVOLVEMENT

approach to personal care. Personal care is no more than basic hygiene.

MORE FUNCTIONAL

DISINVESTED Disinvested minimalist They have a practical, MINIMALIST functional and sensible

Undercover Metro-Sexual These men, pretend to be disinterested in the PC Category, BUT have a high degree of awareness and usage of PC products

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DIVA
The perfection seeker They realize their perfect self through personal care PC goes beyond cleanliness and enables them to elevate themselves above their mundane selves. Will never step out the door with some work having been done. Ensuring they look their best, even in the event of fire, is paramount Hair and make up being the two quintessential beauty regiments. In many cases she is more likely to have a boyfriend, so personal upkeep is important She is very familiar with Personal Care brands and aspires to one day, when she is working, purchase the best of the best, but for now she has to settle for what she can afford but is willing to make the odd sacrifice in the name of beauty She is a real browser within the PC isle Who: Skew towards younger female students

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PROUD METRO SEXUAL

These men are overtly proud and confident in demonstrating their masculinity through the use of PC products. Looking good and being well groomed, particularly when in public is of great importance Smelling good, looking neat and being well dressed are aspects which are paramount They tend to engage in beauty routines and regiments i.e. face mask once a month, manicures on the odd occasion They are very familiar with fragrance brands and relatively familiar with face, hair and body products. They are highly influenced by the media and tend to subscribe to publications such as Mens Health They tend to be gym bunnies Taking care of their bodies and making sure they look lean, toned and healthy impacts their PC regime They are overtly on the prowl for companions They are real browsers and experimenters in the PC isle Who: Skew towards male students

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METRO SEXUAL
These men, pretend to be disinterested in the PC Category initially, so as to depict a macho and masculine persona amongst friends, BUT when discussions and probing begin, the degree of awareness and usage of PC products is staggering Looking respectable, neat and attractive are important attributes Fragrance and ones face play the most important part of their PC routine Their main influences are primarily and initially their moms, however, they are also strongly influenced by media and male publications They tend to be avid and active sports players and fans this enables them to maintain a decent figure and hold onto the bodies they had when they were still at High School They usually accompany mom when she does the shopping but have built up regular favourites and are not too averse to trying new offers Who: Younger male students

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NATURAL BEAUTY
These consumers like to look and ensure they are presentable and neat They tend to opt for more natural and gentle products, of which are used to enhance features as opposed to transform them They tend to browse within the PC isle but generally tend to stick to the products and brands that they are familiar with Who: Skew towards slightly older female students but there are also a degree of older males which fall within this archetype

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DISINVESTED MINIMALIST
They have a practical, functional and sensible approach to personal care Personal care is no more than basic hygiene and keeping clean & comfortable is their most important need in personal care They use a small range of products and brands When shopping purchases tend to be more planned with browsing being limited Who: Skew towards male but there are some women who also fall within this archetype

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Beauty is all encompassing: Mind, Body and Soul and taps into both an emotional as well as functional arena. It extends beyond physical bodies but is all encompassing and includes aspects such as nature. Ones demeanour, Beauty is being natural in aging disposition, mood and behaviour Famous celebrities who define beauty gracefully and elegantly and being impacts on their perception Celebrities whom were able to convey a more natural, lively, able to fit into the role Grp1, White, of beauty i.e. Being seen as graceful, elegant and confident demeanour were deemed as Female behaving in an unruly and un-lady custodians of beauty. like nature, e.g. smoking and drinking, would deem a lady as ugly These celebrities for the most part were not afraid to accentuate and unappealing as would her mood on a particular day aspects which were uniquely theirs i.e. Lips, Smile, Hips, Buttocks Beauty is in the eye of the beholder vs. Beauty is defined by etc. Some example included: society and the media Amber Rose shows you can still look beautiful with short hair The company one keeps plays an impact on how beautiful you feel dont need weaves etc. and how you would define beauty Beyonc a talented, unique, own physique Sibling rivalry and pressure is evident with many students Chris Rock sets himself apart, witty, delivers a message being influenced to a degree based on sibling behaviour and Denzel Washington assertive, thinks things through presentation Gabrielle Montez, from high school musical natural look In summary, Beauty is defined as having both internal as well as Jennifer Aniston doesnt age, beautiful smile external attributes Julia Roberts confidence, graceful. Internal Kerry Washington unconventional beauty Personality Lira Confident and natural beauty and grace Confidence Mothers for many male students love and care was a depiction Social & friendly of beauty People around you can Humility and non judgmental Oprah internally amazing and successful as well as ambitious influence how beautiful you feel External Will Smith hard and dedicated worker Grp1,White,Female

Definition of beauty

Body language and demeanour Natural beauty i.e. beautiful without make up Ageing with grace and pride Accentuated assets e.g. African Behind, smouldering eyes, luscious lips

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Do students see themselves as beautiful and what do they say are their best features?
All in all, this question yielded some emotional responses as majority of students underwent some introspection as they shared their views For the most part a greater degree of males deem themselves as beautiful due to their higher degree of confidence, whilst ladies appear to wear a mask...they try to portray the belief of beauty residing within themselves, but the scientism is evident once conversations commence Interestingly, women reference internal attributes more so than external, whilst males to a greater degree reference and feel more comfortable listing their external attributes Students showed a tendency to focus on the external qualities initially but then would feel it more politically correct to also speak about and reference the internal attributes

body Regardless, it was evident and admitted that one first gets attracted to whats on the outside and then falls in love with whats on the inside i.e. External = Short Term and Internal = Long Term

The evolution of beauty

The importance of beauty has always been evident and has remained constant, however, the definition and portrayal has changed over time both externally as well as internally. For majority of students the belief of a shift from authentic to more artificial has occurred. Externally; beauty tends to be defined by emerging trends and trend setters i.e. Back in the day fuller figures and big hair were fashionable with Marilyn Monroe being the icon of beauty whilst at present thinner figures, greater simplicity vs. all things fake, as well as black women striving towards looking more white a.k.a. Yellow bones are elements which appear to define beauty, with Keira Knightly and Victoria Beckham making headlines as beauty icons of today Internally; beauty in the past was represented by ones submissive and quiet nature whilst in todays day and age, beauty is far more extraverted and Beauty previously was about being demonstrative in ones the perfect women who cooks, cleans, confidence and ability and is a mother but now its okay to be to stand out as an a tom-boy and focus on your career individual Grp3,Black,Female

Constant battle between ones internal vs. external qualities is evident

Internal: Ones bubbly, joyful and confident personality was appreciated and viewed as positive aspects which attributed to ones beauty External: For females their hair is seen as an essential feature and one which aids in representing their unique and individualistic self Whilst males appeared to focus more on their physic and overall

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 The ever increasing complexity and convoluted definition of beauty, has lent itself pray to a complicated Personal Care category, in which a Plethora of products and brands is evident

The belief amongst students is that one product did it all in the past vs. a whole array of products are at ones disposal today for various needs

True or false: beauty is not only skin deep?

False: Your external appearance is what people see first True: True beauty is more than just a pretty face
22%

78%

There is currently a revolution towards the el natural look?

Disagree: We live in a critical & judgmental society where being your natural self is difficult Sitting on the fence: Having the ability to enhance ones natural beauty with some PC products is great Agree: Depicting ones true beauty is true beauty unveiled

30%

29%

41%
1

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Defining Personal Care

The foundation of Personal Care stems from basic hygiene Thereafter, it extends to additional and more intense care of Hair, Face, Body and ones Aroma Despite the definition of ones personal care routine being similar across all demographics, the needs and relative importance of certain aspects vs. others are clearly evident i.e. Caring for Face and Hair are deemed as important beauty routines for females whilst males feel that ones Aroma and body is of great importance Personal Care for the most part is seen as a routine for majority of students with extra care and attention being taken on special occasions Influences stem from home but develop and mature Students admittedly state that Personal Care comes second during exam time with just the bare essentials being done along with individual Whilst vacation time lends itself to more social events and occasions, increasing the degree of importance and involvement in Majority of students initial Personal Care influences came from the Personal Care category home i.e. Their parents and siblings, mom in particular, playing a role A view on the Personal care category from students key However, over time majority of girls and some boys, particularly perspective the metrosexuals, have experimented and tried different products, establishing a base of preferred and personalised products The Personal Care Category as a whole is viewed as convoluted Later influences to a strong degree include word of mouth and and complex by majority of students usage from friends as well as promotional deals and advertising It is seen to be an exceedingly expensive category, one of which in

many respects leads to unnecessary and impulsive purchases In addition it is a category deemed full of false promises and lies Students spend and degree of involvement within category is dependent on their archetype as well as purchasing power at present Some sub categories receive a greater degree of emphasis than others and are dependent on the relative need within individual i.e. Males, in general, tend to spend more on fragrances than body products whilst females share of wallet goes more towards Hair and Facial products Undoubtedly, a womens repertoire of PC products is far more exhaustive and comprehensive, due to the high skew on female Personal Care products being available, but admittedly the males range appears to also be on the up and up

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Some brands representing market leadership in Personal Care

Aquafresh / Colgate Dove Gillette Johnsons & Johnsons LOreal Nivea Pantene Ponds Revlon Schick TRESemm Hair masks E.g. Gliss Fragrances: Eu de toilette / perfumes / colognes E.g. D&G, Hugo Boss, Lacoste, Aramis, Paco Robano Body: Body Butters Body Glitters Nail care made easy Foot care made easy E.g. Body Shop

Other key players:

GIRLS
Veet Lilets Always Lux Neutragena Oil of Olay Ponds Mac Gliss Jabu Stone Stngy Dark & Lovely

Both
Michum Radox Protex Body on tap Clearasil Shield Zambuk Garnier Bio Oil Camphor Cream Vaseline

GUYS
Sanex Status Mum for Men Gill Head and shoulders Gillette Body on tap Clearasil Oxy

Aspirational brands and products of the future

Face care: Expensive 3 in 1 soaps, toners, creams / lotions Eye Creams Make up E.g. Estee Lauder, Clinique, Lancome Hair Care: Expensive Salon type hair products soaps, conditioners

Some leading Brands

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Most challenging Personal Care aspect

Keeping and maintaining ones routine for some felt to be a labour intensive task Enabling ones individual style and uniqueness to stand out Shaving, for both men and women. Maintaining that smooth, clean look is labour intensive and time consuming.

Most reflective truth on PC products...

Degree of emphasis placed on PC & grooming routine?

42% A lot I like to take care of myself 35% Same as the average person 13% I do the bare minimum 5% Its not a routine its a ritual and obsession Nothing, its like a non-event
There are so many products out

there, I feel overwhelmed at times

Personal care products are so expensive Total: 36% Female: 36% Male: 36% I am so disinterested in personal care, its just not my bag Total: 13% Female:6% Male: 22%

Total: 43% Female: 43% Male: 43% I could spend hours in the personal care isle Total: 21% Female: 27%

4%

Male: 13%

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Do I have alot of PC Products?

a ls enti s es

the ba re

e e p a c oup l

permark

et

15 %

|
Its
like step

eo

f items

Majority of PC shopping is planned BUT there is a tendency to Scan the shelf before decision is made
48%: Planned: I make sure that I have everything I
need written down

h a ve

Su

NO
48 % |I

YES
pin

MAY38%: Scanner: I like to look at many brands and

compare them before I buy it
Significantly higher amongst male

t us

I spend on average the following per month on PC products ......

R0 R200: 49% R201 R500: 29% R501 R800: 7% R801+: 3%

37 %
No-one Advertising My friends My parents

Ik

g into a

14%: Browser: I love spending time in the

Significantly higher amongst white

Personal Care isle but I usually dont end up buying many things

Initial influences appear to stem from parents but ones own personal interaction and experience influence decisions over time
Significantly higher amongst 24+year olds 32% 17% 11% Significantly higher amongst White 40%

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Overall, the following categories are deemed of importance within the sub categories differ important: Degree by ones gender and race

I spend the most of my:

Face Hair TOTAL
26% 29%

Body
19%

Fragrance
25%

FACE

(By all White, Black, Male or Female )

MONEY

FEMALE
29% 41% 16% 15%

HAIR

(skew towards females and some Caucasian males)

MALE
23% 11% 25% 41%

FRAGRANCE BODY

(skew towards males)

Hair: Significantly higher amongst Females (by a huge margin) and 17-20year olds Face: Significantly higher amongst 24+year olds and skew towards White Smelling good: Significantly higher amongst male (by huge margin) Body: Significantly higher amongst male and Black

(skew towards males)

I spend the most of my:

Face Hair TOTAL
36% 26%

Body
21%

Fragrance
17%

Hair: Significantly higher amongst females and White Body: Significantly higher amongst male and Black

TIME

FEMALE
37% 31% 19% 13%

MALE
35% 17% 24% 24%

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nce

6 Overarching need states exist

The meaning of personal care is largely derived from students attitudes towards the category and the needs they have towards the category and the needs they have It appears that a constant set of functional as well as emotional needs cut across all categories Skin, body, hair and fragrance More functional Maintain Comfort, nourishment, cleanliness Protect Strength, preservation, prevention Restore Relief, replenishment, reverse, repair More emotional Transform Individuality, conceal Rejuvenate Pamper, recharge Enhance Improve, attractive, youthfulness The subsequent importance of these overarching need states did however differ in accordance to both needs emerging as well as products / brands being available within market to address these needs

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Face care, the most important Personal Care area

Face is viewed as the key Personal Care area amongst all consumers Face, however, is viewed as slightly more complex and challenging It requires constant and ritualistic care and treatment in order to prevent the most feared and problematic problem, acne For men this also extends into in grown hairs due to shaving Ones skin care treatment is viewed as very unique and individualistic due to different skin types i.e. oily vs. dry, Caucasian vs. ethnic For majority, initially establishing ones correct face care routine and treatment is deemed to have taken much trial and error Subsequently, once the most preferred and suitable routine and products are found, consumers generally tend to stick with these products, particularly in the case of lotions and soaps Students tend to be a little more experimental with makeup, apart from foundation This is one category were old school favourites e.g. Lemon Lite are still used even amongst students due to the high degree of trust and loyalty through positive product experience and family heritage and beliefs

Shopping behaviour within face care

Many consumers reference shopping at slightly different and more specialised outlets for face care products e.g. Clicks, Dischem Reason for shopping at these outlets stem from greater range being available as well as points being gained Seeing these products are usually more expensive than other categories rebates and points on purchases are appreciated True or False: My Face is the most NB part of my PC routine

3% False: My face is really not all that important

34% Maybe: I make sure its presentable but I dont invest a lot of time or money in it MAYBE FALSE 63% True: I never step out the door without having spent a decent amount of TRUE time on my face

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 Past successes and failures have a strong impact on brands selected with consumers generally tending to stick with the same successful brand Testers and samples are appreciated as this minimises the risk of capital outlay on a product that may cause a reaction

Reduce size of pores More natural and less chemical offer Provides a fresh clean feeling Prevent in grown facial hair amongst the guys Prevent gaining / wrinkles Prevent burst blood vessels / capillaries

Sharing
Face care products generally tend not to be shared as ones skin type is usually different from a friends Make up, except foundation, is generally shared and exchanged amongst friends

Biggest challenges
Acne prevention and elimination Uneven skin tone / blemishes In grown hair for males on their face

Influences
Initially parents but exposure to usage of products by friends also plays an influential role i.t.o. trial Trial is high up until the point that one finds a product that suits and meets their needs i.t.o. face care. Once the ideal product is found, a high adoption and loyalty ratio is clearly evident. Advertisements also play a role in raising consumers awareness but this is a category in which word of mouth and endorsements play an important role due to the high degree of risk

Key need states in order of importance within face care

68% Protect Prevention and protection from external
environment i.e. sun which may cause damage on skin. Additionally, the prevention of pimples, blackheads and in grown hairs forming also play a significant role in the protection of face.

46% Maintain Retaining ones current state was also felt to be

one of the most important need state within Face care, particularly for females.

General needs within face care

Prevent acne / blackheads neutralize PH balance Reduces scars, marks and blemishes i.e. Evens tone and complexion (plays a greater role of importance in Ethnic skin)

35% Rejuvenate Revitalization of the skin. Leaving it feel

fresh and clean.

31% Enhance Elevating the look of ones face and skin. This

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is one area and need state in which women are more likely to be experimental.

Need states by demographics: FACE

25% Restore Returning the skin to its natural look and feel i.e.
removing scars, blemishes, marks. This need state was felt to be of greater relevance for females.

14% Transform Changing the look of ones face, the usage

of makeup is primarily the tool used to fulfil this need and is subsequently of greater relevance to females than males.

Some face care brands being used include

Johnsons & Johnson Baby oil, moisturiser Ponds Olay Face wash, moisturiser Clearasil Nivea Garnier Gillette Revlon Oxy Mac Zamback Bio Oil Lemon Lite Camphor Cream Gentle Magic
TOTAL: 68% FEMALE: 73% MALE: 59% BLACK: 68% WHITE: 68%

TOTAL: 46% FEMALE: 43% MALE: 51% BLACK: 46% WHITE: 43%

TOTAL: 35% FEMALE: 39% MALE: 26% BLACK: 31% WHITE: 45%

TOTAL: 31% FEMALE: 36% MALE: 22% BLACK: 31% WHITE: 38%

TOTAL: 25% FEMALE: 26% MALE: 23% BLACK: 24% WHITE: 30%
RESTORE

PROTECTION

MAINTENANCE

REJUVENATE

ENHANCE

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TOTAL: 14% FEMALE: 16% MALE: 11% BLACK:13% WHITE: 18%

TRANSFORM

Hair means different things to different people

Females and a certain degree of Caucasian men rate hair as the second most important aspect in Personal Care Whilst for Black males this category is viewed as relatively nonexistent for the most part However, there are some males, both Caucasian and Black, whos hair care routine extends beyond whats on their head to whats on their chest, arms and legs. Shaving of these areas was surprisingly high particularly amongst some Metrosexuals. It was said to enhance the muscular look and appeal. Hair, for majority is viewed as an extension of ones face and has a significant role and influence on ones mood ... yes there is such a thing as a bad hair day For the most part this category is also viewed as one of the most capital intensive, with many women claiming to lay out hundreds every month i.e. a visit to the salon for a Black women and her weave could amount to thousands For females in particular, ones hair, was felt to be highly linked and associated with enhancing and for some creating ones individuality and unique style and look A style can say a million things about an individuals personality A style, particularly for Black women, could also have an impact

on the state of health of ones hair and the subsequent products required to maintain the wellbeing and style of the hair i.e. treatment of cornrows vs. weaves vs. braids all altered behaviour

Shopping behaviour within hair care

Majority of students claim to purchase their hair care products from usual grocery outlet stores i.e. Pick n Pay, Spar etc as well as some more specialised beauty stores such as Clicks and Dischem, with main reason for purchase at latter being attributed to the accumulation of points Some consumers, with there being a skew towards Black females, reference purchasing certain hair care products or undergoing specific treatments exclusively from salons i.e. Hair food/base and relaxers Within this category, promotions played a significant role amongst students with them being willing to try new products and brands on the market There were some students whom claimed to take their time selecting the right hair care product, reading all the benefits, whilst others merely grab what they always used

Sharing
Within this category products used for maintenance and styling of hair were deemed as acceptable to share amongst majority of students, provided hair type was similar

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True or False: My hair is the most NB part of my PC routine

57% Maybe: I make sure its presentable but I dont invest a lot of time or money in it

General needs within haircare

Overall, consumers greatest need in hair care was that of healthy and luscious looking hair Caucasian: Thick, glossy, split end and dandruff free hair Ethnic: Thick, strong and full bodied hair, one of which didnt have a receding hair line

Biggest challenges
36% True: I never step out the door without having spent a decent amount of time on it
FALSE

TRUE

MAYBE

7% False: My hair is such a non event

Caucasian: Split ends Protection from dry and oily hair Colour stay protection Preventing oily hair / not having to wash it as frequently Ethnic: Breakage Poor hair growth Receding hair line

Influences
Parents were and are still the key influences when it comes to selecting hair care products, particularly in regard to the maintenance of hair, However, students appear to be highly influenced by their peers and undergo more experimentation when it comes to enhancing and transforming products such as colourant, gels, mousses etc

Key need states in order of importance within hair care

61% Enhance Elevate and improve the state of ones natural
hair i.e. create body and fuller looking hair. This need state resonates strongly with Black respondents.

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 46% Maintain Retaining ones hair condition and preventing

it from becoming damaged or looking shabby is an important and key need, particularly for Females . Preserving that just washed smell is also deemed as an important aspect particularly for Caucasian hair whilst Black woman need to maintain their weaves, braids etc.

Styling: Moose, wax, volume enhancer, gels, silicone, relaxers Protectors: Heat Defence, masks, hair food Home concoctions: hair masks, baby powder to prevent oiliness Colourants Hair straighter is a must for black woman PJ for moisture on ethnic male hair

27% Transform Changing the original look of hair, achieved

through hair style change or colour change is viewed as significantly more important amongst Females than males with there being an even greater skew towards Black females.

Some hair care brands being used include

Pantene Gliss Head and Shoulders Body on Tap Revlon Head and shoulders Radox (being used by disinterested males) Jabu Stone Stingy MPL Dark & Lovely Vaseline PJ TRESemm Dark and Lovely

26% Protect Making use of products to prevent future damage

is significantly important amongst females i.e. Conditioning or treating hair regularly to protect it from breakages as well as making use of protective products used before heating/styling to prevent split ends and dryness

21% Restore Re-establish the condition of ones hair to that

just washed feeling for Caucasian woman whilst adopting a certain hairstyle like cornrows or a weave are seen to aid restore hair growth in ethnic hair amongst woman

10% Rejuvenate Re-establish the condition of ones hair to

that just washed feeling and aroma

Some hair care products being used include

Washing: Shampoos & Conditioner, shower gel

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Need states by demographics: HAIR

TOTAL: 46% FEMALE: 53% MALE: 35% BLACK: 43% WHITE: 61%

TOTAL: 61% FEMALE: 60% MALE: 63% BLACK: 64%

Fragrance, plays both a functional as well as highly emotive role, particularly in males
Aroma was a category viewed as important, particularly amongst males in relation to the other categories
TOTAL: 27% FEMALE: 33% MALE: 17% BLACK:25% WHITE: 41%

WHITE: 46%

TOTAL: 26% FEMALE:33% MALE: 15% BLACK: 24% WHITE: 29%

Fragrances were viewed in 3 sectors, with many consumers making use of predominantly Sector 1 & 2 and fewer Sector 3: 1) Anti Perspirant: Spray vs. Roll/Stick used by virtually all students, particularly males. Consumers tended to depict greater brand loyalty within this sector and obtaining the brand which yielded the most efficient results was generally stuck with. A non smelling offer was preferable amongst majority of females. Brands such as; Michum, Shield, Axe, Addidas were referenced 2) Deodorant / Body spray: For males, this sector was the same as the anti-perspirants and was not seen as a standalone. Whilst

REJUVENATE

TOTAL: 10% FEMALE: 10% MALE: 9% BLACK: 11% WHITE: 2%

TOTAL: 21% FEMALE: 25% MALE: 15% BLACK: 20% WHITE: 29%
RESTORE

PROTECTION

MAINTENANCE

ENHANCE

TRANSFORM

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females viewed this sector as separate and were far more willing to experiment within it. Brands such as; Axe, Addidas and a host of Lentheric fragrances were referenced 3) Perfume/Cologne: Viewed as premium and highly expensive and would only be used on special occasions. Brands referenced were; Estee Lauder brands, Lacoste, D&G, Hugo Boss, PaccoRoban Ones fragrance, like a hair style, was viewed as a means of communicating ones personality and individuality. Thus, establishing a fragrance which was uniquely ones own was of great importance.

Sharing
Products that fell within the first 2 sectors were felt easy to share, whilst those within the 3rd sector due to price and ones desire to keep their fragrance a secret, were more reluctant to share with their friends

Influences
Products were initially introduced to students via their parents but since the initial introduction they have confidently immersed themselves in the category Anti Perspirants and Body Sprays were items that were highly experimental and many students reference being influenced or exposed to brands by their peers Perfumes were felt to be more a influence of advertisements and samples obtained in magazines

Shopping behaviour within Fragrance care

Majority of students claim to purchase fragrances within the first 2 sectors from usual grocery outlet stores i.e. Pick n Pay, Spar etc as well as some more specialised beauty stores such as Clicks and Dischem, with main reason for purchase at latter being attributed to the accumulation of points Products which fell within the 3rd sector were generally purchased at Edgars / Red Square, Markhams, Truworths Within this category, in store promotions played a significant role amongst students with them being willing to try new products and brands on the market, particularly within sector 2 and 3

General needs within Fragrance care

The primary need from consumers was that of body spray and anti perspirant longevity There was also a need for Body spray to leave one feeling fresh and rejuvenated, as if they had just bathed

Biggest challenges
The longevity of a product was seen to yield the greatest problem,

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True or False: My Aroma / Fragrance is the most NB part of my PC routine

be it through perspiration prevention or fragrance enhancement

Key need states in order of importance within fragrance care

47% Maintain Ability of product to maintain that Just bathed freshness 45% Restore Products ability to restore ones natural body aroma 32%Enhance Ability of product to elevate and improve ones aroma 28% Transform Seen as the same as Enhance, ability of product to elevate and alter ones aroma 16%Protect This need state despite its relative importance was deemed as a must have across all body sprays in the context of prevention against body odour. For some there was a link to protection of bacteria which leads to bad body odour. This need state was also far more prevalent and of great importance amongst men more so than woman. 15%Rejuvenate Products ability to leave one feeling refreshed and revitalized. There were not many products that were felt to fall within this space indicating a potential gap within the market.

MAYBE

FALSE

TRUE

7% False: There are more important things to do

32% Maybe: I make sure I apply something but its not the most important

63% True: I never step out the door without having applied a decent amount of fragrance products on

Some fragrance care products/brands being used include

Anti Perspirant: Shield, Michum, Nivea, Dove Body Spray: Lentheric, Revlon, Brut, Old Spice, 24/7, Play Boy, Fire & Ice Perfume/Cologne: Hugo Boss, LOreal, DKNY, Aramis, Paco

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Need states by demographics: Aroma

Body Care for the most part is viewed as time consuming and tedious
Despite the body being the largest organ i.t.o. skin coverage, many consumers felt maintaining this area labour intensive and time consuming, particularly in the Winter months On a whole this category was also viewed as one that was lacking in excitement i.t.o. the type of products on offer. No clear differentiation or true innovation that was of great relevance was referenced. For the most part aspects which were seen to feature within the body category included primarily moisturisation of the skin and general hygienic care The skin on ones body was deemed as more important amongst males, black specifically, in relation to other parts of their body This was driven by males need to look healthy, shiny, buffer and not so ashy (latter more so amongst black males) For many men, skin care i.t.o. body was seen as the inroads to being introduced to the more metrosexual side of Personal Care with brands such as Nivea and then Vaseline for men being seen as the leaders Taking care of the body was deemed as important and a must do for woman but it was seen as less important in relation to the other 1

TOTAL: 47% FEMALE: 50% MALE: 42% BLACK: 45% WHITE: 59%

TOTAL:45% FEMALE: 49% MALE: 39% BLACK: 43%

WHITE: 76%
REJUVENATE

PROTECTION

MAINTENANCE

TOTAL: 32% FEMALE: 31% MALE: 33% BLACK: 34% WHITE: 17%

TOTAL: 16% FEMALE:17% MALE: 14% BLACK: 15% WHITE: 20%

TOTAL: 15% FEMALE: 14% MALE: 17% BLACK: 16% WHITE: 2%

ENHANCE

RESTORE

TOTAL: 28% FEMALE: 29% MALE: 28% BLACK:26% WHITE: 37%

TRANSFORM

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categories such as hair and face. In effect, lotion was truly the key product whilst the other categories yielded a far more intensive degree of involvement.

Influences
Introduced to products by mom / parents and since developed a clear personal favourite Obtaining products as gifts within this category was also seen as a common occurrence

Shopping behaviour within Body care

Majority of consumers due to the low degree of priority in this category in relation to the other claim to purchase lotion and body creams from grocery outlets to a large degree Some consumers still reference purchasing items from more specialised stores such as Clicks and Dischem Many consumers, woman in particular reference obtaining Body type products such as lotions and body butters as gifts which are truly appreciated Few students are prepared to outlay a significant amount for these products and generally tend to stick to products which offer value for money Some males, particularly, the disinterested, tend to use the same lotion for body and face Students express a great desire to experiment within this category and depict little brand loyalty with few even recalling the brand being used

General needs within Body care

Prevention of in grown hairs Prevention of bodies getting hot and sweaty Longer lasting effect of lotion that leaves skin feeling smooth, well hydrated and healthy

Biggest challenges
Keeping skin well hydrated Time and effort required to lather oneself with cream chore outweighs benefits Category lacks excitability

Sharing
Products within the body care category are deemed as easily shareable and using what a friend has is a common practice

Key need states in order of importance within Body care

58% Maintain Products which uphold the look and feel of ones natural skin on a day to day basis. This need state for many is felt to be labour intensive and time consuming.

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 50% Enhance Products which make skin glow, shine and look attractive and appealing are felt to be of interest, particularly amongst Black consumers, with the prevention of an ashy skin being constantly referenced 29% Restore Products which repair and recondition ones skin tone are felt to be of importance i.e. repairing scars & marks 23% Transform Products which alter the appearance of ones kin and aid in elevating its look and appeal i.e. reduce cellulite marks, this need state is significantly higher amongst White vs. Black females 22% Protect Products which offer the body protection from external environmental conditions. This need state is deemed to be of greater relevance for White vs. Black consumers despite both races feeling that it is equally important.SPF protection is common in face protection but not so common within body products. 14% Rejuvenate Products which revitalize the body and provide a just washed feeling

Some hair care brands being used include

Bio Oil Justine Vitamin E Oil Body Shop

Nivea Vaseline PJ Happy Event Vaseline lotion (men / women) Lux Dove

True or False: Body Care is the most NB part of my PC routine

53% True: I never step out the door without having spent a decent amount of time on my body

Some Body care products being used include

Body butters & Lotions / creams Pregnancy lotions due to high oil content and promise of reducing stretch marks Body washes Homemade concoctions: mixing oils in lotions e.g. Bio Oil & Nivea Petroleum Jelly
MAYBE FALSE

39% Maybe: I make sure its cared for but I dont invest a lot of time or money in it

8% False: There are more important parts than my body TRUE

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Need states by demographics: Body

Comparing notes
What the opposite sex has to say A word from the guys to the girls:
It takes you girls too long to get ready Stop over doing it with make up Please, .... not so many smells all at the same time Beef up ladies .... Skinny is so last season Take it easy on the hair dyes, natural in under rated Ladies, its called a razor...use it more often

TOTAL: 58% FEMALE: 62% MALE: 51% BLACK: 57% WHITE: 61%

TOTAL: 50% FEMALE: 53% MALE: 47% BLACK:52%

TOTAL:29% FEMALE: 36% MALE: 20% BLACK: 26% WHITE: 51%

A word from the girls to the guys:

A man isnt a man if he smells like sweat Guys, a manis and pedis arent just for us ladies You have hair, so do something with it

WHITE: 32%

PROTECTION

MAINTENANCE

TOTAL: 14% FEMALE: 14% MALE: 14% BLACK: 14% WHITE: 10%

REJUVENATE

ENHANCE

RESTORE

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TOTAL: 23% FEMALE: 25% MALE: 20% BLACK: 23% WHITE: 32%
TRANSFORM

TOTAL: 22% FEMALE:24% MALE:19% BLACK: 22% WHITE: 24%

Conclusions and recommendations

A Student tailored PC offering

Desire to increase knowledge base, particularly amongst males

With the ever increasing interest and participation in PC category by males, they reference seeking additional information within the category There appears to be a desire expressed to learn and understand why products are necessary and which are the better products Great deal of education and guidance is requested The tone of communication must still be masculine but trendy and informative i.e. Mens Health look and feel

Students seek a PC offering which understands there specific needs and is able to be there for them when times get tough e.g. study break, vacation time Providing student rewards or cut backs would be appreciated and beneficial Campus promotions Having a brand positioned as one which enhances ones natural beauty, both on the inside and outside would set it apart from many On Campus promotions and Activities would lend itself well to the others i.e. acknowledge my unique features and stop trying to PC category as many students would be able to test and engage change them in the offers It would aid in creating awareness, trial and build a degree of Simplify the web of confusion association with students Focus recommended, would be on raising awareness of needs of Students feel that there are just simply too many PC products and products as well as its ability to enhance ones natural beauty brands on the market Being able to offer them a more focused and multipurpose offering Gaps within Face Care would be appreciated Having one key brand which specialises in student PC routines A gap in the market exists for offering students, both women and would also aid set brands apart. men, an affordable tailor made range that is able to tap into all of

Personal Care Survey 2013 | Proudly Brought to you by Student Village

the needs stated above i.e. From Cleansers, tonners to make up removal and make up. Tapping into additional need states which offer relevance to students would also offer a point of difference e.g. Offer ranges that focus around exam time, vacation break, down time etc. Discounts or loyalty points could be offered to students who present their student cards

Gaps within Hair Care

A plethora of products exist and students are unable to purchase all products required, being able to offer a product that has an all in one feature would offer appeal and interest Products which aid in enhancing and transforming the look of ones hair to fit and meet certain occasions are felt to offer great appeal and relevance Linking occasion with product delivery could offer a unique way of setting products apart within the hair arena i.e. Hair products for active bodies (offer sun/heat protection) vs. night out (offer increased aroma and shine) A need for an affordable but trendy Ethnic care hair range is evident. Range to extend across both genders and within all sub categories from relaxers to hair food to styling agents Make male ethnic hair care a must and state why link with fragrance and aroma

Extending enhanced fragrance to other categories would aid in elevating the increased need to continuously smell good i.e. Shampoo, Conditioner, Soap, Body Wash, Lotions, which offer and enhanced and long lasting aroma Luxs recent Luxury Body Wash is testament to this Potential to introduce beauty fragrances and ones ability to enhance their aroma more intensely could also be looked at in alternate categories outside that of PC i.e. Laundry and underwear Personalising ones fragrance could also offer appeal i.e. Having a fragrance which changes in accordance to ones personal body scent...so no one person will ever smell the same Desire for a fragrance which changes during the course of the day could also offer appeal as many consumers reference purchasing different smelling body sprays to suit their different moods and occasions i.e. Body Spray which changes from floral fresh in day time to more musky and intense at night Link creation and required elimination of bacteria and general hygiene with prevention of body smell / odour Product that creates that fresh just bathed feeling i.e. mentholated product that provides a reinvigorated feel after applying

Gaps within Body Care

Opportunity to create hype and excitement around this category through introduction of highly unique and relevant offers would be welcome Opportunity exists to supply products which offer protection

Gaps within Fragrance

1
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against the elements in the form of a body lotion. Offer must not leave an oily or sticky residue as a sun tan lotion would. Applying lotion all over ones body is felt to be time consuming but necessary for many some referenced an easy spray on that would moisturise skin instantly Many consumers reference the desire for products to deliver and provide that just washed feeling without having to actually shower, a product that falls within this category could offer that solution through its aroma and potentially functional transformation on the skin service Student, females as well as some males, also referenced having a product available that would prevent in grown hair or even hair growth

Personal Care Survey 2013 | Proudly Brought to you by Student Village

Fro more information www.studentmarketing.co.za info@studentvillage.co.za