Pitch Research

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Part
01

Pitch Research

Equate targets healthcare professionals, teachers, and parents for their hand sanitizers.

Equate

Target Market

Unique Selling Propositions

Competitive Advantages

Purell

Target Market

Unique Selling Propositions

Competitive Advantages

Germ-X

  • Germ-X is Vi-Jon's brand for providing fast-acting hand sanitizing gels, liquids, and wipes to people in the United States.

Target Market

Unique Selling Propositions

  • Germ-X holds the selling proposition that its products are "effective at eliminating over 99.99% of many common harmful germs and bacteria in as little as 15 seconds."
  • The brand's hand sanitizing products are developed by some of the leading scientists.

Competitive Advantages

Consumers' Motivational Factors

  • There's no recent research that examines the factors that motivate US consumers to purchase high-end skincare products. Accenture conducted such a survey in 2012, asking US consumers their motives for buying luxury personal care products, including high-end skincare items. The top three motivations included:
  • About 39% said they believe these products are "better for their body."
  • Nearly 34% said that the products improve their appearance.
  • And 27% stated that they desire to own top quality items, and high-end products are of better quality.
  • The second reason was collaborated by research done by the University of the Basque. The study found that people are primarily driven to purchase cosmetics for emotional reasons. Therefore, consumers' negative feelings about their appearance could be the primary motivators of purchasing high-end skincare products.
  • A 2016 Mintel's latest report found that women's motives for purchasing cosmetics, including high-end skincare products, is universal, and that 71% in the United States want to look best when they leave the house. About 69% say using the products boosts their self-esteem.
  • The study also found that 64% purchase the products to keep up a youthful appearance.
  • A recent survey on buyer motivations for buying skincare products reveals some key points. A good 24% and 20% of the population purchase these products " to protect their skin from environmental and internal damage," and to look and stay healthy, respectively.
  • About 14% of the respondents surveyed claim to use skincare products to look attractive.

Research Strategy

The research team searched through market research databases and authoritative industry articles related to the high-end skincare products for the factors that motivate the purchasing behaviors of US consumers. Accenture conducted a survey in 2012 that sought to find the motives for buying luxury personal care products, including high-end skincare items. Unfortunately, since this source is behind a paywall, we could not access further details beyond the motives for purchasing the products. Additionally, we could not identify the latest resources through these databases to answer the question directly. Next, the team examined credible media sites for interviews of top experts in the industry who may have shared information on some of the motivational drivers they've witnessed with buyers of high-end skincare products. However, this approach also did not provide a direct answer to the question, since such interviews are not published. Regardless, our extensive research was able to identify some related insights that we believe provides helpful information on the consumer purchasing drivers for high-end skincare products in the US.
Sources
Sources