May 2015 issue of GCI Magazine

Savvy beauty brands conduct research prior to launching SKUs or making major changes in many ways, with clinical research, online consumer studies and beauty product testing to name just a few. Increasingly, smart beauty brands are also including a tried-and-true qualitative method of testing before big changes: the focus group.

Focus group testing for the beauty industry holds a special appeal. The products we are selling are personal and often intimate, which gives us the chance to establish a special emotional bond with the consumer.