Case Study Persona: Sophie, Christa and Natural Cosmetics
The survey “natural cosmetics” was held in June 2016 and examined natural cosmetic brand awareness, scent prefrerences and use. The following questions were used in our survey to build personas to model the study results.
- “If you think about the comparison between natural cosmetics and conventional products, what kind of cosmetics you use?”
- “In which of the following areas do you usually use natural cosmetic products”
- “How important is it to you that the natural cosmetics that you use are also certified organic / in production / vegan / sustainable/ free of preservatives?”
- “What are you paying attention to when you buy natural cosmetic products?”
- “Why do you prefer natural cosmetics over conventional cosmetics?”
- “Is there an aspect which in your mind is payed too little attention to in regards to natural cosmetics products?”
- “Where do you buy your natural cosmetic products?”
- “How satisfied are you in general with the current offer / range of natural cosmetic products?”
- “Have you noticed a lack of certain products in the range of natural cosmetic products?”
Uses both conventional and natural cosmetic products
Natural cosmetic products used: Deodorant, Shower gel, Facial cleaner
What’s important: sustainability, preservative-free
What she pays attention to: lack undesirable constituents. no animal testing, natural ingredients
“Sophie uses natural cosmetics and conventional cosmetics as needed because she is not entirely satisfied with the range of products offered. Natural cosmetics are, in particular, deodorant, shower gel and facial cleansing products while seeking drugstores, organic retailers and pharmacies for these products. She finds the sustainability and the lack of preservatives important, and particularly whether the products were animal-tested when buying. The natural cosmetic products she preferred above all were due to the assumption that they are generally better for your body and the environment. Reasons for the more occasional use of natural cosmetic products include that they don’t focus enough on sustainability while packaging the products. Furthermore, Sophie missed oral hygiene products, deodorants for athletes and face creams with SPF“
Uses almost exclusively natural cosmetic products
Natural cosmetic products used: lotion, shampoo, face wash
What’s important: organic certified, vegan
What she pays attention to: free of alarming ingredients, made of natural ingredients, animal testing free
“Christa is a regular user of natural cosmetic products, paying particular attention to certified organic and vegan ingredients when purchasing and lack of animal testing. She uses natural cosmetics because she believes they are better for your body and more friendly for the environment. She buys them in drugstores, organic markets, and also online, preferring lotion and products for hair and face, and is fundamentally satisfied with the range of products – only products with a coconut oil base such as detangling hair spray and a fairly small selection of other products irritate her children. Furthermore, she would want a stronger focus on the sustainability of products within packaging and design aspects.”
Christa and Sophie are examples of two different users of natural cosmetic products in the Flexitarians eating group. While they have similar rationale to specific user profiles at the time of purchase for the use and benefits of natural cosmetics, it has become clear that the satisfaction with the variety of products offered can be redundant and this in turn affects the frequency of use.
Both are looking for certain products; Sophie wishes for more oral hygiene products, and Christa for child friendly products, but Christa is satisfied with the necessary diversity. She uses, unlike Sophie, online shops as supermarket backups. Both, however, agree that providers should focus on the sustainability of the products and packaging and design aspects for possible improvements.