Facial cleansing around the world: SEPPIC in touch with consumers

SEPPIC recently conducted a worldwide market study on facial cleansing. Over a two-month period, more than 400 subjects responded to a questionnaire concerning their attitudes and habits in regards to personal care. SEPPIC's objective with this marketing approach was to add to its knowledge of the facial cleansing market so that it might offer new solutions more effectively meeting its customers' needs. The results of this study were presented at a conference held at 'Beyond Beauty', the annual European beauty and wellness trade show taking place in September at Porte de Versailles in Paris.

The study was conducted in both mature (France, United States) and emerging (Brazil, China, India) countries.

It served in identifying primary trends and comparing customs and practices in these various countries. The results revealed that in China and India, people have a simple, straightforward approach to facial cleansing. Consumers seek cleanliness and purity first and foremost. In Brazil, France and the United States the notion becomes more complex. Facial cleansing is associated with people's appearance and with the image they present to others. A person's face is like a business card! In Brazil and the United States, youth and anti-aging care takes precedence from the moment of applying one's facial cleanser. Generally speaking, application of a facial cleanser is also associated with wellness and relaxation.

Finally, the study indicated that consumers often maintain a clear distinction between facial cleansing and body cleansing even when using the same product for both.

'With this consumer-oriented approach, we are seeking to zero in on the issues of greatest importance to our customers. Facial cleansing is a market with significant growth potential that is clearly dependent on consumer education by the major brands. This offer takes shape in the specialised products beginning to find their way onto shelves, such as anti-aging and soothing cleansers. At SEPPIC, we are very interested in this area and are working to customise our offerings to address every consumer's needs.'
Yohanna Sander, Toiletries Product Manager at SEPPIC.