Superga Beauty joins forces with Appinio to integrate consumer expectations into its strategies. Generation Z study reveals innovative personal care trends.
For the past four years, Superga Beauty has teamed up with Appinio to put the voice of the end consumer at the heart of its development, a strategic choice that applies to the gift, full service and formula areas. According to Leslie Bréau Meniger, President of Superga Beauty, this customer-centric approach stems from her career at L'Oréal. She says: « I trained at L'Oréal, with one obsession: always start with the end consumer. Listening to what they want, understanding their needs, that's what gives us the edge. It's this conviction that we apply every day at Superga Beauty, to offer our customers ideas, concepts and products that make all the difference. "
A revealing study of Generation Z
The recent study conducted jointly by Superga Beauty and Appinio focuses on Generation Z, who are particularly committed to their cosmetic choices. It reveals that 27 % of young women consider themselves passionate about skincare, while 24 % express a strong interest in haircare. The results also underline heightened expectations in terms of quality and transparency, with 29 % and 33 % of participants respectively wanting visible, proven results.
Impact on the innovation process
The results of the study directly influence the new collections proposed by Superga Beauty, aligned with key consumer profiles. « Today, innovation can no longer take place in a vacuum. It must be connected to the market and the end consumer. Appinio studies enable us to adapt our proposals very quickly, with direct, contextualized feedback. »says Leslie Bréau Meniger.
