The new strategy is built on an extensive consumer insights study in Brazil, USA, China, Russia and France, as well as the DSM’s own scientific studies on skin glow.
Although there are millions of new product trends in skin care each year, the desire for radiant, glowing skin has been 'en vogue' forever and a day.
And since there is no simple description of what skin glow really means, DSM asked consumers around the world what they expect to get out of a 'glow' product.
The results of which, the company has culminated in the development of a 'Skin Glow Day & Night' program, based around ingredients that rejuvenate the skin during the night and boost its natural glow during the day.
Glow around the Globe
In Spring 2014, DSM ran the quantitative study, the objectives of which were to understand how consumers perceive the term ‘skin glow’, what they connect it to and, finally, what the ultimate end benefit of glowing skin is.
In fact, company reps say the results have never been so different and so common at the same time.
"While skin glow proves to be a very desirable and unmet need, consumers are clear and unanimous in that they would like to get this benefit from a base skin care product, i.e. day and night moisturizers," they report.
The right language
DSM says that “skin glow” products will also need to treat a number of problems like dryness, dullness, ageing signs while also speaking to consumers in a different way.
As French and Russian consumers desire fresh, healthy-looking 'a la naturel' skin, the right language is imperative for brands looking to meet demand.
Despite the fact that skin glow has a strong regional flavor to it, the two features remain common - the interconnected desire to get beautiful look & comfortable skin feel.
Same is true for the need to get both health and beauty aspects of the product - they go hand in hand in consumers’ pursuit for glowing skin.