HOW CAN WE SOLVE THE PAIN POINTS?
WHAT DO CUSTOMERS NEED/WANT?
Based on my research, interviews and observations, there are three key needs that matter to the audience when they are purchasing makeup.
QUALITY & PRICE
Low prices allow them to collect and pursue their makeup passion without breaking the bank.
High quality products are an expectation many customers have for any brands they choose to spend their money on.
COMFORT & ADVICE
Deciding to get into makeup can be very intimidating for people who have never dabbled in it at all.
They are looking for advice, education and empowerment to feel comfortable experimenting with makeup.
A lot of the beauty industry is a secret and done behind closed doors. But consumers are demanding transparency.
Not just a call for clean cosmetics, but a demand for insight into the process and business of the brand.
WHAT ARE THE PAIN POINTS?
"I have no idea where to even start with makeup."
Many beginners are interested in being a part of the makeup community, but have many barriers to entry such as:
Scared to make investment in makeup
Doesn't know what to products they need to buy
Doesn't know process of how to apply the makeup
Doesn't know differences between makeup tools and how to use them
Doesn't know how to navigate their skin tone or skin type
Sees makeup store employees as intimidating
"Can't find good quality makeup at a decent price."
In the beauty industry, high quality makeup is normally a high price, this causes some pain points such as:
Doesn't have a large budget to invest in makeup
Doesn't want to invest in low quality products
Wants to continue to get better at makeup skills, but feels held back by expensive products
Doesn't want low quality ingredients in products they use
"I don't like ordering from online makeup stores"
Exploring and purchasing makeup is something that should take place in person, these are some pain points with online makeup purchasing:
Wants to see, feel, smell, touch products before buying
Wants instant gratification after purchasing
Not trusting of brands from the internet that they aren't familiar with or have seen in person
"Hard to find a makeup brand with a large skin tone range, responsibly sourced ingredients, and no scandals in the beauty industry"
The people of the beauty industry have set expectations for all makeup brands to abide by. Many customers are not willing to buy from brands who ignore those expectations. Customers want to feel good about the brands they buy from.
Frustrated with untrustworthy makeup brands
Doesn't want to support a brand that isn't transparent about how they produce their products
Doesn't like brands who aren't inclusive to all types of people
HOW CAN WE SOLVE THEM?
EDUCATe & EMPOWER
Provide a safe space for all levels of makeup enthusiasts to explore and play with makeup. Provide them with the tools and skills through education and encouragement. Show them that getting into makeup isn't as intimidating as it may seem and it's actually exciting and fun!
BE OPEN & RESPONSIVE
Always provide a high quality, affordable products that are on trend. Always be open about what ingredients go into all products and the process of how makeup is made. Stay up-to-date on the latest expectations of the beauty industry and provide a place for everyone to access and explore the products.
Embrace the community
Foster a strong community of raving fans. By encouraging the community to share their makeup knowledge with others, it creates an inviting atmosphere for all to explore makeup in their own way. Make sure all products are inclusive so no one in the community feels left out.