On the 24th of September, luminaries from leading beauty brands, retailers, press and media came together during the annual Beauty Trends & Innovations Conference in London.
On the occasion of this event, Motivaction released a Glocalities report on how to reach beauty brand shoppers around the globe more effectively, based on consumer research in 20 countries.Valuable insights form the report include:
- Getting to know the global metro man who is fueling the male beauty care revolution
- Market implications of cultural differences: what it takes to sensitize Chinese consumers
- Discovering what distinguishes users of specific brands: a Nivea-L’Óreal case
- Advice for branding and communications
Beauty industry is booming…but beware of local challenges
The global beauty industry was valued at US$ 379 billion in 2013. What’s more, sales grew by 5% in 2014 and revenues are set to increase to US$ 461 billion by 2018. Without any doubt, the beauty industry has enormous potential. However, the recent departures of Western brands from China emphasize that every market has its own challenges and requires a tailored approach.
The power of Glocalities
What does it then take to appeal to consumers in different markets and maximize growth? To answer this question, Motivaction put its Glocalities segmentation model to work. People’s behavior and opinions are shaped by value orientations that are deeply embedded within persons and society. Glocalities identifies 5 distinctive values segments, each of which has a local flavor and tells the hidden story under the surface.
Or download the presentation.