Beauty · Case
What changes before a consumer switches beauty brands?
An international cosmetics brand asked us for a behavioral study on how women use cosmetics in everyday life.
Insight
Understanding cosmetics use means examining the routine in which a product needs to work. Time available in the morning, combinations with other products, skin feel and expected results influence the place it can occupy. The packaging promise needs to hold up in those situations.
A new reference can change the comparison while a woman is still using familiar products. She may begin considering another ingredient, a more comfortable texture or a care routine that seems better suited to her life. This case’s interpretation is that a changing benchmark deserves attention before it becomes a brand switch.
Curiosity, trial and continued use are different stages. A new product can attract interest yet require too much effort to remain in a routine. For an international brand, understanding this distinction helps assess its proposition in Brazil without assuming that origin creates an automatic preference.
New reference
A different expectation of results or experience.
Everyday routine
Time, texture and combinations with other care.
Business decision
Define the proposition the product can support.
Business impact
The value for the brand lies in connecting positioning and portfolio choices with everyday experience. If the difficulty concerns understanding the product’s role, usage guidance may address it. If it concerns texture, time or compatibility with other care, the question extends to the product itself.
This perspective informs which benefits to explain, which barriers to investigate and how to assess a proposition before expanding its presence. The work connects what attracts attention with what can earn a stable place in a routine, supporting launch, presentation and portfolio decisions.
Possible solutions
Explain the proposition within the routine
Show the product’s role, how to use it and which expectations its evidence can support. Assess understanding with the intended audience.
Lower the barrier to trial
Consider demonstrations, introductory formats or usage guidance that the operation can support. Distinguish what sparks curiosity from what enables confident trial.
Assess the role the product can sustain
Follow usage experiences within a defined study before expanding the portfolio. Investigate perceived results, effort and compatibility with existing care routines.