Overview
My Role
Design Strategist and Facilitator
Team
Sanika Paliskar
Katelynn Santiago
Em Cote
Disha Goyal
Project Type
Market Research
Design Sprint and Facilitation
Duration
10 weeks
Year
2022
Ilion Skincare
Ilion Skincare, founded by entrepreneur Alex Smith, aims to build a men's skincare empire focused on authenticity and self-care. The vision is not just to introduce another product, but to become a lifestyle staple for modern men.
Recommendations
The goal of this research project was to gain a deeper understanding of the target market and identify key factors that could drive Ilion Skincare’s success in the fast-growing men’s grooming industry. While the project did not reach the prototype or testing phases, we provided several actionable recommendations based on our research and insights:
Education & Accessibility: Position Ilion Skincare as a brand that simplifies skincare for men by offering easy-to-understand instructions and packaging. This should include educational campaigns to close the knowledge gap.
Visible Effectiveness Campaign: Launch a marketing campaign showcasing real customer testimonials and before-and-after photos to prove the product's efficacy.
Partnerships & Sampling: Partner with luxury hotels, gyms, and spas to distribute samples and build brand recognition through high-end experiences.
Sustainability Messaging: Leverage Ilion Skincare's sustainability efforts (e.g., refillable products) and inclusivity (e.g., support for men of color) to align with values important to millennial and Gen-Z consumers.
Dermatological Backing: Collaborate with dermatologists to reinforce the product’s credibility and gain consumer trust through professional endorsements.
Problem Definition
Initial Research & Market Context
In the initial research phase, we sought to understand the landscape of the men's skincare industry and the specific gaps that Ilion Skincare could fill. A significant shift has occurred in men's grooming over the last decade, with many men transitioning from basic toiletries to more complex skincare routines. The luxury skincare market in the U.S. generated $4.3 billion in revenue in 2020, and it is projected to reach $6.3 billion by 2025 (Statista, 2022). This growth presents an opportunity to position Ilion Skincare as a luxury yet accessible product for men seeking quality self-care solutions.
User Research
Our team conducted a survey of 100 participants, focusing on self-care habits, skincare routines, and perceptions about men's skincare. The survey targeted men aged 18 to 55, with the majority (78%) identifying as men. We found that while 70% of respondents believe that skincare is important, only 56% actively follow a skincare routine. This indicated a significant gap between perception and action, driven primarily by a lack of knowledge, time, and complexity of procedures.
Key Insights:
Top barriers: Lack of knowledge (49%), time (45%), and complexity of routines (39%).
Perceived importance: 70% of men acknowledged that skincare is as important as grooming.
Secondary Research
We performed an industry analysis and competitive review, focusing on the luxury skincare segment. We studied key players like Kiehl’s, Aesop, and Malin + Goetz, identifying a slow but rising trend in men’s skincare, often driven by mental health and self-care awareness. We also explored the influence of societal changes, particularly the destigmatization of men's grooming and the role of self-care in mental wellness.
Competitive Analysis
The luxury skin care market is focused on creating experiences for their consumers that drives a positive brand image (Solca, 2020). In the workshop landscape, none of the competitors provide an experience for their consumers, however, they possess the threat of being used as a Troy substitute as they are priced lower.
When it comes to luxury, consumers buy more than just a price point; luxury products help set people apart from the crowd. However, this aspect can be quite tricky when it comes to skincare since the immediate brand visibility disappears after use. Unlike clothing or accessories, the best skincare products erase flaws and make it seem like the skincare wasn’t there to begin with. Following that logic, how may a skincare brand fulfill the status marker normally associated with luxury brands? L’Óréal’s Luxe division (Lancôme and Biotherm), Estée Lauder (Clinique and other brands) and Shiseido’s Prestige division are the most important players in this field. (Statista, 2022)
Defining Insights
Persona Development
Based on our findings, we developed user personas representing the ideal Ilion Skincare consumer. These personas included:
The Young Explorer (18-30): Men interested in self-improvement, trying new products, and making skincare a part of their personal grooming.
The Quality Seeker (30-45): Men who are established in their careers and seek high-quality skincare products that deliver visible results.
User Journey Mapping
We created a User Journey Map that detailed the current experience of a typical user engaging with skincare products. This journey map highlighted pain points like confusion around skincare products, time constraints, and the perceived complexity of routines. These insights informed our approach to simplifying the messaging and onboarding experience for Ilion Skincare users.
Brainstorming & Ideation
Brand Strategy Workshop
In this phase, we conducted a branding workshop that included brainstorming sessions focused on defining Ilion Skincare's unique value proposition. The goals of the workshop were to:
Clarify the business goals and vision for Ilion Skincare.
Identify the brand's target audience and how it stands apart from competitors.
Define the brand values that resonate with the target market—authenticity, power, and dynamism.
Blue Ocean Strategy & Competitive Analysis
We applied the Blue Ocean Canvas framework to analyze Ilion’s competitors and identify opportunities for differentiation. Key insights from the exercise included:
Reduce: Price should be reduced to match competitors until the brand builds more market recognition.
Increase: Emphasize product quality and visible effectiveness through testimonials and dermatological backing.
Create: Custom skincare formulas for specific concerns such as aging, dryness, or oiliness, catering to men’s unique skincare needs.
Data Collection & User Insights
Survey Findings
The survey provided valuable quantitative data that guided our understanding of the men's skincare landscape:
Demographics: The majority of respondents (78%) were men, and the dominant age groups were 35-55 and 18-25.
Skincare knowledge gap: Most respondents lacked understanding of skincare routines, highlighting the need for Ilion Skincare to position itself as a trusted guide in men's skincare.
Kano Model Analysis
Using the Kano Model, we identified key product attributes that users would expect, desire, and be excited by:
Expected Qualities: Basic functionality like moisturizing and skin health improvement.
Desired Qualities: Visible improvement in skin texture and anti-aging benefits.
Exciting Qualities: Custom skincare solutions tailored to specific skin types and concerns.
Asymmetrical Clustering Matrix
We also employed an Asymmetrical Clustering Matrix to assess how Ilion Skincare's values aligned with those of potential customers. We discovered that attributes such as brand reliability and product efficacy were highly valued, further emphasizing the need to build trust through visible results and user testimonials.
Next Steps
Recommendations
Although the project did not progress to the prototype or testing stages, we concluded with several actionable recommendations for Ilion Skincare based on our research and insights:
Education & Accessibility: Position Ilion Skincare as a brand that simplifies skincare for men by offering easy-to-understand instructions and packaging. This should include educational campaigns to close the knowledge gap.
Visible Effectiveness Campaign: Launch a marketing campaign showcasing real customer testimonials and before-and-after photos to prove the product's efficacy.
Partnerships & Sampling: Partner with luxury hotels, gyms, and spas to distribute samples and build brand recognition through high-end experiences.
Sustainability Messaging: Leverage Ilion Skincare's sustainability efforts (e.g., refillable products) and inclusivity (e.g., support for men of color) to align with values important to millennial and Gen-Z consumers.
Dermatological Backing: Collaborate with dermatologists to reinforce the product’s credibility and gain consumer trust through professional endorsements.
Conclusion
Conclusion
The research highlighted significant opportunities for Ilion Skincare to carve out a niche in the men’s luxury skincare market by addressing knowledge gaps, simplifying the product experience, and leveraging mental health and self-care trends. The human-centered design approach enabled us to empathize with users, define their needs, and ideate solutions that align with both the brand’s goals and the consumers’ desires.