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.