Link to deck here
Skin Savants
Key Findings
• Body washing is a crucial part of their day, mood and routine, with different products having different purposes
• They have more personalized, psychological ties to their custom brands and routines
• They look across the beauty category to identify skin-beneficial ingredients, including hyaluronic acid
• Moisturization is key, as many consider themselves to have sensitive or dry skin
• Dial should ensure new product offerings are gender-appropriate in their bottle design and scent offerings, and that they clearly advertise skin benefits
Beauty + Bathing Attitudes
Skin Savants see their body wash experience as a way to set their mood and position themselves for the day, including having healthy feeling skin.
Cleaning as Personal Fulfillment
• Fragrance sets mood
• Body cleaning to start day and “[rejuvenate]”
Multiple Products and Purposes
• Body washing can range from a “treat” to a “utility”
• Different types of showers, from quick and practical to longer and involving more cleaning steps, such as exfoliation
• Rotation of products towards different goals
Mainstream Brand Barriers
With highly individuated standards, Skin Savants are the most averse to mainstream brands.
High, Personalized Standards
• Price point
• Dermatologist-recommended
• Anti-bacterial
• For some, natural ingredients
Brand Loyalty + Purchase Drivers
Skin Savants use multiple products to achieve skin-specific needs, such as exfoliation and moisturization, and prefer custom products, looking to beneficial ingredients found in other bath and beauty products. They prefer Dove and Neutrogena.
Routine and Customization
• Skin-specific products
• Different products have different purposes and steps in routine, such as body wash, bar soaps, and body scrubs
“Clean” or Beneficial Ingredients
• Look to other bath and beauty products (shampoo, skincare)
• Some prefer more natural ingredients
Moisture Benefit
• Moisturization is a high priority for men and women alike
• Skin-specific needs such as dryness and sensitive skin
• Lathering is not the goal – opposite of moisturization for this segment
Dial Perceptions + Trial Factors
Dial is a trusted, longstanding expert in cleaning. However, the segment is not always familiar or fully satisfied with Dial’s current body wash offerings.
Trusted Clean
• Trusted, longstanding reputation for effective cleaning
• Multi-generational recognition
Mixed Results on Skin
• Some find Dial to “get the job done” with moisture, while others report a “dry feeling”
Recommendations for Dial
• Raise awareness of Dial body wash separate from hand soap or bar soap
• Ensure “clean” innovation, including natural ingredients
• Offer additional scents, especially those tied to moisture such as shea and coconut
• Push forward all skin benefits of product, especially hyaluronic acid
• Redesign packaging to better appeal to men
Clean Crusaders
I consistently buy an affordable yet effective cleanser that leaves me with a gender-appropriate scent. As a budget-conscious shopper, I tend to just buy what I always buy rather than experiment with any new products or brands.
Key Findings
• Cleaning is self care, including a variety of enjoyable, gender-appropriate scents and aesthetics
• While not looking for the same skin benefits as Skin Savants, this segment is fairly interested in products that will exfoliate and moisturize them, thoroughly stripping their skin and then using supplementary lotion to achieve moisture
• They look for a minimal amount of specific ingredients to deliver on moisture, including Dial’s potential offering of hyaluronic acid
• Dial can win with a more aesthetics-forward focus on new moisturizing scents
Beauty + Bathing Attitudes
Clean Crusaders enjoy hygiene when it feels like self care and provides a successful clean. They also strongly desire moisturization, and many apply lotion after showering.
Cleaning is Self Care
• Cleaning is relaxing, pampering
• Basic cleaning can be self care
• A successful clean is the most satisfying
• Scents and packaging are a part of an enjoyable shower experience
Moisture is Key
• This segment often uses body lotion after their showers if their body wash is not moisturizing enough
Mainstream Brand Barriers
Clean Crusaders struggle to balance moisturization with low-quality, runny textures in some mainstream products.
Quality Control
• Despite being a slightly lower income segment, this segment dislikes cheap, runny, or overly liquidous products that will not provide an effective clean, avoiding a filmy residue
Specific Moisture Needs
• Clean Crusaders need strong moisturizing capabilities from their products, which mainstream brands may not offer
• They may also want specific ingredients to achieve this
Brand Loyalty & Purchase Drivers
While this segment gravitates towards Dove and Dial, they range in brand openness to loyalty.
Gendered Scents with Budgeting
• Gender-appropriate scents
• However, some will occasionally shop for men’s/women’s products if it helps budget
Stripped, then Moisturized Skin
• Effective products should strip skin; moisture added later
• Moisture nourishes the skin
Simple Ingredients, Trusted Products
• Ingredient-focused
• Ingredients that are simple, which can sometimes mean natural
Dial Perceptions + Trial Factors
Dial is a trustworthy, simple, consistent and affordable brand more associated with anti-bacterial hand soap and lacking in scent variety.
Consistent, Simple and Clean Product
• Known for effective cleaning
• Lacking in variation
Lower Price Point
• Thought of as cheaper, lower-quality product, even if this segment generally looks for affordability
Recommendations for Dial
• With Dial’s strong hand soap association, raise awareness of Dial as body wash and consider a packaging redesign to avoid hand soap associations and liken Dial to aesthetics-forward brands
• Focus on hyaluronic acid and shea butter as moisturizing ingredients
• Offer scent variety
No-Frills Frugalists
I don’t like to switch up the body wash I buy, as its used by my entire family. I buy gender-neutral scented washes that will just get me clean—nothing more, nothing less —from time tested, affordable body wash brands.
Key Findings
• Body cleansing is a chore
• A well-lathering body wash that is not too cheap and does not leave any residue is an effectively cleaning, satisfying product
• Moisturization may contradict cleaning, but an overpowering, anti-bacterial clean or exfoliation can overly strip the skin – they want a basic clean, and Dial should steer clear of this language to win this segment
• While they do not look for auxiliary benefits in their products, some of these consumers do focus on skin sensitivity, especially towards family needs
• They will break their established in-person brand shopping routines if they can smell or sample a product in-store
Beauty + Bathing Attitudes
Body washing is more a routine necessity than a treat, and some stronger cleaning products harm more than help.
Hygiene is a Chore
• Routine and “mechanical” versus “emotional” or “happy”
• Even with a simple routine, this segment may still want to feel “pretty” with quick and effective cleaning
Unisex Scents for Family Sharing
• No-Frills Frugalists often share products with spouses and children
Want Basic, Not Antibacterial Clean
• Cleaning products can have negative impact on skin
Mainstream Brand Barriers
No-Frills Frugalists bypass secondary benefits but still maintain quality standards for their body wash products, some still having skin-specific needs.
Low-Quality, Ineffective Products
• Some mainstream products are too watery and do not provide an adequate clean
• Film residue indicator of ineffective, cheap product
Skin Issues
• Despite generally not desiring auxiliary body wash benefits, some No-Frills Frugalists still have sensitive skin or other skin issues impacting their product choice
Brand Loyalty + Purchase Drivers
This segment is fairly brand loyal and habitual in their in-person, family-oriented shopping routine, preferring Dove, Irish Spring and Suave. They are weary of moisturization and extreme cleaning—they want a basic clean.
Basic and Effective Products
• Disinterested in most secondary benefits
• 3-in-1 products are not helpful as they are not meant for body cleaning
• Lathering signifies cleaning
Some skepticism of “Moisturization” and “Exfoliation”
• View moisturization as contradictory to cleaning
• Exfoliation can be “stripping”
• Weary of marketing jargon in general
Dial Perceptions + Trial Factors
No-Frills Frugalists view Dial as cheap but efficient, working for quick showers and basic needs. Some hold hesitation over the brand’s intensive, antibacterial cleaning.
General Satisfaction, But Indistinct
• No-Frills Frugalists feel confident in Dial’s cleaning abilities, or any body wash “as long as it works”
• Some indifference towards the brand
Too Heavy Duty
• This segment wants to avoid skin stripping with exfoliation, so they hold some concern over Dial’s strong, effective anti-bacterial clean
Recommendations for Dial
• A basic clean should not mean boring! Innovate and diversify the commercials, especially for the younger crowd
• Include more scent variety
• Keep ingredients simple
• Deemphasize moisture, as it is less relevant to this segment
• Emphasize a basic, effective clean rather than moisturizing benefits, leaning on Dial’s longstanding reputation, as this segment holds some skepticism of advertising in general