PiNG! Connecting with Your Consumer - Flipbook - Page 143
PiNG!
PiNG!
CHAPTER 5
CHAPTER 5
Skin Care and Feminine Emotion
Can trust and hope be actual product ingredients? In the skin care category, consumers are looking for
Beauty Is also
a Feeling
more than a product that will help them resemble the models they see in ads. They also want a feeling—the feeling that
comes from being self-confident and connected to other people. A cleaner, clearer face helps drive self-confidence, which in
turn enhances our connection to others around us. At the same
time, skin care consumers are slow to experiment with their
facial appearance. So consumers in this category are looking for
security, efficacy, trust and hope. Brands in this category, as in
most other categories, must earn the consumer’s trust through
proven and reliable results.
How does your brand
create a relationship
beyond the functional?
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