Identifying growth targets among Chinese boomers
Case study: Beauty
Need
The Boomer Intelligence Center launches a survey of 8,000 Chinese women. The challenge? Identify groups of boomers in China with high growth potential.
Approach
The method is based on statistical identification, group profiling and social media listening to understand their lifestyle and their relationship with beauty.
Impact
The analysis revealed unexpected boomer profiles in China, thus paving the way for a new take on beauty activation levers to explore.
Revealing the new faces of Chinese beauty, step by step
Identification of high-potential profiles
Statistical analysis enabled to segment the population studied and isolate the groups of Chinese boomers most likely to become strategic growth targets in the beauty market, according to their profile and habits.
Pinpointing of priority targets
The groups identified were compared according to business criteria (projected growth, beauty usage, brand affinity) to prioritize those offering the best development leverage for the Group on the Chinese market.
Deep-dive into the world of key groups
Two segments were profiled in depth using Social Media Listening, shedding light on their cultural universe, lifestyle and relationship to beauty, in order to identify the most relevant communication codes.
This research enabled us to reveal unexpected profiles and unprecedented levers for rethinking communication and innovation aimed at the Post-60s.
Maryline Nguyen
Sociovision
Reconsideration of generational beauty stereotypes
This mission enabled a key player in the cosmetics industry to identify two high-potential boomer segments in China, one of which is shaking up preconceived post-60s ideas. Valuable insights for adapting offers, messages and beauty experiences to the expectations of this target.
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