PURE BEAUTY
Brand identity development and market research for a skincare brand that focuses on clean ingredients and eco-friendly packaging.
Year
2024
Client
Pure Beauty
INTRODUCTION
As a clean beauty brand committed to environmental sustainability, we face several challenges in reaching and engaging our target audience. These challenges include limited brand awareness, misconceptions about clean beauty, and the need to foster a community around our values. Additionally, we must navigate the competitive landscape of the beauty industry, where trends and consumer preferences evolve rapidly.
Pure Beauty Care, Inc. is a green personal care and cosmetics company dedicated to providing high-quality products that prioritize sustainability, natural ingredients, and ethical practices. The company is planning to introduce and market a green cosmetics line. Green cosmetics refers to natural cosmetics or personal care products that are developed from natural ingredients derived from animals, minerals, or plants; eventually, preserve the environment, minimize pollution and ensure the responsible utilization of non-renewable resources, and finally preserve species and animal welfare.
WHO IS THE TARGET AUDIENCE AND HOW DO WE REACH THEM ?
What are the looking for? //
What is the purchase intention? //
How will they find this brand? //
TARGET AUDIENCE
Data was analyzed using SPSS software to create model summaries with various metrics. One major metric is r-square. R-square is a metric to show how well the data fits and determines the proportion of variance in the dependent variable that can be explained by the independent variable. The model summary consists of an r-square value of .584. The R-squared value shows how accurate the regression model is. If the R square value is less than 3 then the model is “no good”. If it is between 5-7 then the model is “good” and accurate. A value of .584 makes the model acceptable.
In the coefficients table, we see 4 different types of variables that may influence purchase intention. The first three variables have a p-value that is less than 0.05. The last variable ‘Health Concern’ has a p-value over 0.05 which means it is not significant. The major purchase intentions are environmental concerns, and health was the least ranked concern.
Recommendation: We can use the models to determine what kind of audience we must target. When we know the specific target audience we can create a marketing strategy that appeals to that specific group of consumers. The research allows us to build a brand image and strategy that aligns with consumers' values.
