As human beings we are naturally insecure. I say naturally but we are not born insecure, on the contrary; we were born fearless, pure and full of hope. We have society around us to thank for our fears and lack of confidence and as women we are lucky enough to constantly be reminded of the fact that we are indeed not perfect. We want shinier hair and we want better skin, we essentially want our best friend’s beautiful hair and Jennifer Aniston’s flawless skin. How do we help consumers make up their mind throughout their decision making process?

There is enough stimulation but a lack of navigation and direction in advertising

Now we know what we want more difficult is knowing how to achieve it. If it is true that on average Americans are exposed to about 3,000 advertising messages each on a daily basis then surely we are not lacking in stimulus, moreover we are lacking help in navigation and directions. With a myriad of products to choose from it is no wonder that the shopping shelf itself can be a very daunting an overwhelming place. Speaking from experience much of the ‘research’ and narrowing down options is done long before I enter the store.

As women we are committed to investing in our skin, not only because we want to look like that woman in that particular advertising campaign, but also because we truly believe that a healthy looking skin is a reflection of an overall good health and lifestyle. And investing we are, according to Mintel, UK women’s facial skincare market which has remained stable in an unstable financial environment saw a growth of almost 6% in 2010 reaching £930 million and is also forecasted to grow 4% year on year in 2011.

The functional & emotional drivers of the consumer journey

The latest research from Microsoft Advertising reveals what functional and emotional drivers underlie the consumer’s mindset as she travels along the consumer journey searching for an effective skincare routine.

Six stages were discovered relating to universal consumer journeys which can be applied to any category:

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  1. Pre-Trigger
  2. Trigger
  3. Pre-Shopping
  4. In-Store
  5. Usage.

However the bottom describes the mindset specific to the skincare category:

  1. Building Angst
  2. Something Happens
  3. Agony of Deciding
  4. Make the Purchase
  5. Hopeful
  6. Validate
  7. Loyalty

How can marketers influence women when they make purchasing decisions – the ‘why’ behind conscious and subconscious choices

From our research we found that throughout her journey the skincare consumer has either a dominant emotional or functional need and this is where marketers can start to understand how media can influence women as they make purchasing decisions

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Let’s have a look at her journey:

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  • Pre-Trigger – Building Angst: She has trusted brands for facial skincare, but tings she reads, sees and hears slowly builds internal angst. Emotions: uncertainty and caution
  • Trigger – Something Happens: Her internal angst over her skin and the need to find a solution reaches a turning point to more actively seek answers. Emotions: frustrations and concern.
  • Pre Shopping – Agony of Deciding: The decision of what product and what brand to buy is made during this stage, but it is not easy, she is looking for facts, figures and evidence that a product will deliver the promise. She is still unsure and frustrated.
  • In-Store – Make the Purchase: She has typically decided what to buy before she gets into store. The shopping experience is about navigating the shelf, find the product and understand differences. She is now in a more positive mood.
  • Usage- Hopeful: Armed with the new product the consumer returns home hopeful it will work as promised. She feels relieved, hopeful and empowered.
  • Usage – Validation: Once the product works, the consumer arrives at validation around her decision. This often triggers a share with those influential to her and in her inner circle. She feels successful and content.
  • Usage – Loyalty: Once the product works, the consumer moves into a lengthy state of loyal usage. She is content.

So there you have it, a women’s quest for the most effective skin care routine is indeed a complex journey, one which we as marketers can help guide her through and make her journey less daunting and overwhelming. Here at Microsoft Advertising we are committed to going beyond the ‘how’ and the ‘what’ and explore the ‘why’ behind consumer conscious and sometimes subconscious choices.

I leave you with one final thought, to all the women out there maybe the day will come when we will indeed realize that we are all ‘naturally prefect’ just the way we are, but until then I myself will continue to search for the best solution to achieve the ‘perfect’ skin.

Do you want to know more about the females shopper path to purchase? Download the research here

Linda Liberg, Senior Research Manager EMEA at Microsoft Advertising