Successful brands intimately understand their consumer. They know what turns “her” on (and off) and connect with her on an emotional level, and custom research can be your window into her world. It’s a tool for thorough understanding of consumer desires and purchase triggers, which allows brands to win loyalty and connect with her in […]

Walking the exhibit floor at Cosmoprof North America this year, I was struck by the enormity of nail polish offerings. It seemed every other exhibitor had vast racks of colorful, shimmering, glittery bottles on display. Lacquers and mattes, textures, gels… the styles, colors, treatments and tools were endless. Women cannot get enough of nail polish, evidenced by […]