Market Research Skincare in Egypt 2015

1
L’Oréal Egypt & ZAMO / 14 05 290 / U&A Skincare / EGYPT - Report V6 MC CR
REPORT
2015
U&A Skincare Egypt
To :
L’ Oréal ZAMO and L’ Oréal Egypt:
Virginie ROUCHIER
virginie.rouchier@loreal.com
Miriam BUTTET
miriam.buttet@loreal.com
From :
Catherine RISS
criss@strategir.com
Mélisa CHAUMET
mchaumet@strategir.com
Heba EL SHIMI
heba.elshimi@loreal.com
Abla ELNABARAWY
abla.elnabarawy@loreal.com

2
2- Skin problems……………………………………………………………………………………………………………………………….
3- Usages
1- Skin profile…………………………………………………………………………………………………………………………………...
Content
4- Routines……………………………………………………………………………………………………………………………………….
5- Purchase behaviour……………………………………………………………………………………………………………………..
• Cleansers (incl. focus on bar soap and face wash)………………………………………………………………...
• Face care products (incl. focus on fairness, anti ageing, BB cream, general purpose cream)….
• Other face products (make-up, home remedies,…)……………………………………………………………….
6- Touch points…………………………………………………………………………………………………………………………………
• Body care products………………………………………………………………………………………………………………..
p.9
p.46
p.82
p.143
p.155
p.162
p.168
p.183
p.21
7- Cluster analysis……………………………………………………………………………………………………………………………. p.186
0- Introduction (objectives and methodology of the study)……………………………………………………………... p.3
8- Summary of key learnings……………………………………………………………………………………………………………. p.208

3
Introduction
Objectives and methodology

4
L’Oréal Africa-Middle East would like to deeply understand the consumers in Egypt in
terms of habits, usages and expectations towards face cleansing, face care and body
care
In order to lead future developments relevant to Egyptian consumers.
Marketing Objectives
Perfumeries Hypermarket
supermarket
Pharmacy

6
• 804 interviews
• Females, aged 18-55, SEC A-D,
• National representative of Egypt population (quotas on age, SEC, cities) :
Age Cities SEC
• In this sample, we obtained :
• 804 facial cleansers users
• And 748 face care users.
• In order to obtain readings on 80 users per category minimum, we added 2 boosts (without quota) of :
• 60 anti-ageing users
• 50 BB cream users
Target and quotas
Methodology
18-29 years old 40%
30-45 years old 35%
46-55 years old 25%
Social Class A or B 16%
Social Class C1 24%
Social Class C2 28%
Social Class D 32%
Cairo 40%
Alexandria 25%
Al Jizah 20%
Almansurah 5%
Tanta 5%
Al Minya 5%
• 60 minutes , 2 open ended questions
Questionnaire
• Face to face interviews in central locations (paper & pencil) from April the 23rd to May the 21st 2015 (and from 20 to
27th June for the boosts) with our partner
Fieldwork
A quantitative U&A

9
1 - Skin profile

10
Significance Chi²-test / t-test: 90% = a; 95% = A; 99% = A+
1%
2%
37%
35%
25%
n Extremely satisfied n Very satisfied n Quite satisfied n Not really satisfied n Not satisfied at all
Beauty expression &
satisfaction
Q201C. Regarding your overall physical appearance, would you say that you are personally...?
Q201B/Q201D/Q201E. In your opinion, what is the most important part to express your beauty? And the second? And the third?
Base: 804
Top Box 25%
Top 2 Box 60%
Nearly 2/3 of Egyptian women are
really satisfied with their overall
physical appearance
Facial skin, the most important
element of their beauty, ahead of hair
Your nose
Your nails
Your hands
Your smile
Your lips
Your teeth
Your eye brows
Your eyes
The tone-shade of your facial skin
Your hair
The nature, quality of your facial skin
1
1
3
2
3
2
14
10
26
39
0
2
2
6
7
11
12
32
31
41
55
1
4
7
11
17
22
24
42
41
62
65
Q201B. 1st Q201B/Q201D. 1st + 2nd Q201B/Q201D/Q201E. 1st + 2nd + 3rd
In %

12
6%
36%
48%
10%
1%
Very fair
Fair
Medium
Dark
Very dark
Skin tone
Q309. Now, I would like to have more information about your skin tone. Please indicate how you would describe your facial skin tone.
Q311. How satisfied are you with your natural skin color?
Medium skin tone is
slightly more common
than fair one
TOTAL
FAIR
42%
TOTAL
DARK
11%
0%
0%
0%
Base: 804
Nearly 2/3 of women
are satisfied with their
natural skin color
6%
34%
41%
19%
n Very satisfied n Satisfied n Somewhat satisfied n Not satisfied n Not satisfied at all
Top Box 19%
Top 2 Box 60%
Without skin tone chart
(with verbal 5 point
scale)
In %

13
Skin tone
(showing the skin tone
chart)
Q310. Please point out the cell on the chart that you think best matches the natural color of your facial skin. Select any color cell on the Color Chart.
Q312. Please show me the color cell that best matches the color results that you desire ideally when using your face beauty products
Current
1% 0%
Base: 804
Desired
When using face beauty products, more than half of women are looking for a fairer
colour vs their current one (mainly 1 tone lighter).
1 tone lighter 33%
2 tones lighter 17%
3 tones lighter 5%
4/6 tones lighter 1%
Desire a
fairer skin
tone
56%
Don't
desire
changing
their tone
40%
Desire a
darker tone
4%
27%
38%
18%
9%
4% 2% 1% 0% 0% 0% 0%
5%
30% 32%
19%
9%
3% 1% 1% 0% 0% 0%
In %

15
Normal
(neither oily, nor dry)
Very oily
Oily
Oily in certain areas
(nose, chin, forehead)
Combination
to greasy
Combination
to dry
Dry Very dry
3% 7%
6%
2%
22%
3%
56%
1%
Skin profile
Normal skin is the most
dominant skin type
Q300. Could you please tell me which of the following phrases best describes your facial skin?
Q301. Could you please look at this card and tell me the sensitivity level of your facial skin?
Mainly a sensitive skin
Base: 804
Very sensitive
Fairly sensitive
Not very sensitive
Not at all sensitive
10%
55%
27%
8%
TOTAL Sensitive
65%
TOTAL dry/
combination
to dry
11%
TOTAL Oily/
combination
to greasy
32%
TOTAL not
sensitive
35%
In %

16
Skin profile
Q300. Could you please tell me which of the following phrases best describes your facial skin?
Q301. Could you please look at this card and tell me the sensitivity level of your facial skin?
More oily skin amongst younger women (18-45 yo), women purchasing in Dpt Stores/perfumeries,
living in smaller cities, heavy users of headscarf; more normal skin amongst SEC D than other SEC.
More sensitive skin amongst women purchasing in Dpt Stores/perfumeries and in pharmacy, heavy
users of headscarf, and SEC A.
Age
Most often used purchase channel of skin
products
City Headscarf/hijab wearing SEC
18-29 yo
A
30-45 yo
B
46-55 yo
C
Supermarkets
/
hypermarkets
A
Department
stores/
Perfumeries
B
Pharmacy
C
Others
D
Cairo
B
Alexandria
B
Al Jizah
C
Almansur
ah/Tanta
/Al Minya
D
Non
users
A
Light
users
B
Medium
users
C
Heavy
users
D
Social
Class A
or B
A
Social
Class C1
B
Social
Class C2
C
Social
Class D
D
Base (Interviewed) - Results in % 804 323 282 199 183 106 390 122 321 202 160 122 72 247 255 230 163 208 209 224
55 57 51 60 56 46 60 53 56 63 59 40 57 68 55 44 53 51 51 65
b B D+ D+ D+ D aC+D+ D AB+C+
26 28 28 19 17 47 25 21 23 27 15 44 17 20 26 35 27 27 30 20
C C A+C+D+ A C C+ A+B+C+ A+B+C d D
3 3 5 2 1 2 3 8 3 4 2 4 1 3 4 3 3 3 4 3
A+BC
22 25 23 17 16 45 22 13 20 23 13 40 15 17 22 31 24 24 26 17
C A+C+D+ aD C C A+B+C+ A+B+C d d D
9 7 9 11 12 2 7 15 12 4 10 3 10 5 10 11 10 8 10 7
B+C b B+C+ B+D+ BD b B B+
7 5 8 10 8 2 6 14 10 4 10 3 9 4 8 10 8 7 8 6
A B B+C+ B+D B+D B
1 2 1 1 3 0 0 2 3 0 0 0 1 0 2 1 2 1 2 0
bC+ bCd
10 8 12 10 15 5 9 11 8 7 16 13 16 7 10 11 10 13 9 8
a BC A+B+ aB B
6 5 7 5 6 4 5 8 3 5 8 8 9 4 5 6 5 9 5 4
A A D
3 1 4 4 7 1 2 3 2 1 8 1 4 2 4 2 2 3 3 3
A A BC+d A+B+D+
2 2 1 1 2 0 2 0 2 0 0 4 4 0 1 2 3 1 0 2
d Bc B+C+ B C
65 66 63 63 60 70 69 50 67 54 67 73 62 65 60 70 72 59 67 63
d aD+ AD+ B+ B B+ C B+d b
10 13 10 6 7 8 11 9 7 11 17 6 10 11 12 6 10 7 11 12
C d A+D+ d D
55 54 54 57 52 62 58 41 59 43 50 67 52 53 48 63 62 51 57 51
D D+ D+ B+c B+C+ aBC+ BD
27 29 25 27 31 24 26 28 20 43 28 18 28 26 31 24 20 37 25 26
A+C+D+ AD d A+C+D
8 4 11 10 9 6 4 22 13 2 5 9 10 9 8 7 9 4 8 12
A+ A+ C A+B+C+ B+C+ B+ b B+
35 34 37 37 40 30 31 50 33 46 33 27 38 35 40 30 28 41 33 38
bC aB+C+ A+CD+ D A+c a
TOTAL Not sensitive
TOTAL Sensitive
Very sensitive
Fairly sensitive
Not very sensitive
Not at all sensitive
Sensitivity of the skin
Dry
Very dry
TOTAL Combination
Combination to greasy
Combination to dry
Oily in certain areas (like nose, chin,
forehead only)
Normal (neither oily, nor dry)
TOTAL Oily
Very oily
Oily
TOTAL Dry
Description of facial skin (oily-dry)
Total
respond
ents
1-A
*
* 91% of Egyptian women wear headscarf
Example : how to read the results ?
57% of 18-29yo have a normal skin
28% of 18-29yo have an oily skin
7% of 18-29yo have a dry skin
8% of 18-29yo have a combination skin
In %

20
Summary of main findings
Profiling consumers
 Nature and quality of the skin: the most important element to express beauty, ahead
of hair
 Key features of their facial skin:
 Mainly “normal” skin, followed by oily skin,
 Fairly sensitive,
 Skin tone:
 Mostly medium to fair
 a rather good level of satisfaction,
 and search for a fairer tone for more than half of women.

21
2 – Skin problems

22
Steamy Showers,baths
Electrical waves from computers, cell phones…
The air conditioning (heating or cold)
The lack of exercise
Smoking
The food (bad diet, specific ingredients etc.), lack of food
Fatty food
Bad quality products,counterfeit products
Strong medication
Ageing
The changes in temperature
Wearing too much makeup
The hormone fluctuations (menstrual cycle, pregnancy, menopause)
Harsh water
Chemical ingredients contained in skin care products
Dehydratation (not drinking enough water)
The dry weather
Salt, sea water
The emotions, stress
Dampness, humidity
Heat
The dust
The lack of sleep
The pollution
The sun, UV rays
6
7
9
13
14
18
18
19
25
26
27
28
28
30
31
35
36
40
42
46
48
50
55
73
80
Beauty enemies for the
facial skin
Q302. In your opinion, what are the beauty “enemies” for your facial skin?
Base: 804
Egyptian women consider there are a lot of beauty enemies; the main ones are the external
aggressions (the sun, the pollution, then the dust), the lack of sleep, and the weather (heat,
humidity).
At least 1 enemy : 100%
Mean 8
External aggression 96%
Weather related 78%
Physiological 67%
Water related 47%
Lack of healthy diet 46%
Skincare related 42%
Lifestyle 40%
In %

23
Current presence of facial
skin problems / Level of
bother
Q307A. Are you currently suffering from the following facial skin problems?
Q307B. And how much does this bother you?
Q307D. For each of these facial skin problems, which one(s) do you have even occasionally
The main skin problems whether occasionally or currently : mainly unclean, sweating, oily/shiny skin
(the most bothering ones), and facial hair (less bothering)
And in a second time, skin sensitivity and uneven skin tone.
Are represented here current problems above 4%
Base = (804)
Mean: 3,6 problems per woman
At least 1 problem : 71%
Fine lines
Lack of firmness
Skin too dark
Redness - irritations
Dark spots
Loss of elasticity
Dull skin-complexion
Harsh, rough skin, unsmooth
Skin peeling off
Skin excessive dryness - Prone to dry patches
Prone to acne-pimples
Dry-chapped lips
Acne scars
Large pores
Prone to blackheads
Shiny all over the face
Sensitive skin
Uneven skin tone
Shiny on T-zone
Facial hair
Oily - Greasy skin
Face sweating-prone to sweating on face
Skin becomes dirty - unclean
4
4
6
7
8
9
9
10
11
11
12
13
13
13
14
16
19
19
22
25
27
33
36
5
5
7
8
9
10
11
11
12
12
13
14
14
14
15
16
20
20
23
26
28
34
38 63%
49%
61%
72%
89%
54%
56%
85%
83%
83%
85%
65%
80%
82%
83%
79%
65%
70%
74%
74%
67%
50%
62%
Bother me
a lot
In %

27
18%
82%
Yes
No
27
18% of Egyptian women wearing headscarf declare having skin problems due to
headscarf : nearly all have uneven skin tone, and more than 2 to 3 have perspiration
problem.
Headscarf/Hijab wearing
91% of Egyptian women wear headscarf
QF10B. Do you have skin problems due to the headscarf-hijab?
QF10C. Which one(s)?
Skin problems due to headscarf/hijab
Base (Interviewed) - Results in % 130
Uneven skin tone 92
Perspiration 69
Spots, pimples on the hair line 8
Other 1
Presence of skin problems due to headscarf/hijab
In %

28
65%
30%
5%
1%
No, never
Yes, sometimes
Yes, often
Yes, always
74%
25%
1%
Dark circles / Bags under
the eyes/ Wrinkles
Q306. Do you have dark circles or bags under your eyes?
Base: 804
Dark circles Bags under the eyes
TOTAL
YES
35%
TOTAL
YES
26%
Overall, dark circles and bags under the eyes are not chronical issues, more occasional
troubles for a quarter to a third of the women.
On my forehead
36%
Between my eyebrows
34%
Around my eyes
49%
Between my nose & the bottom of my cheeks
23%
Around my lips
11%
On my neck & chest area
9%
WRINKLES
Base : 49 Women with wrinkles or fine lines.
Q307c You just said that you have fine lines, Wrinkles or Deep wrinkles.
Please indicate where they are located.
TOTAL
YES
26%
In %

32
Skin problems
 Beauty enemies: there are a lot, and first…
 External aggressions (sun, pollution, then dust)
 Weather (heat, humidity)
 Lack of sleep
 A majority of women (around 70%) claim suffering currently from facial skin
problems; these facial problems are mainly:
 unclean, sweating, oily/shiny skin (these last ones being the most bothering
ones)
 Facial hair (less bothering one)
Then :
 Sensitive skin,
 Uneven skin tone
 Only 6% declare to have wrinkles/fine lines
 Almost 1/4 to 1/3 declare to have dark circles and bags under the eyes, but they
affect women only from time to time.

33
DETAILING skin problems

Very
fair
7%
Fair
42%
Medium
42%
Dark
8%
Very
dark
1%
Very
sensitive
11%
Fairly
sensitive
53%
Not very
sensitive
30%
Not at all
sensitive
6%
Normal
49%
Oily
34%
Dry
7%
Combination
10%
n AGE
n SEC
n AREA
Red font =Total population. Bold = Significance vs Total
Base: Females suffering from a skin that
becomes dirty / unclean (289)
Skin becomes dirty / unclean - Who Suffers from it?
36%
Currently suffer from a skin that becomes dirty / unclean
Mostly within Alexandria area, mostly fairly sensitive skin, fairer, more dark circles and bags under eyes,
more affected by oily/sweating/shiny related skin problems, but also uneven skin tone.
Skin Type
Vs. 56%
Skin Sensitivity
Vs. 26%
Vs. 27%
Vs. 8%
Vs. 36%
Vs. 48%
18-29 years
old
30-45 years
old
46-55 years
old
41% 36% 23%
40% 35% 25%
Social Class
D
Social Class
C2
Social Class
C1
Social Class
A or B
33% 27% 25% 15%
32% 28% 24% 16%
Cairo Alexandria Al Jizah Almansurah Tanta Al Minya
26% 52% 4% 2% 6% 10%
40% 25% 20% 5% 5% 5%
Oily – greasy skin 49% (28%)
Face sweating 46% (34%)
Shiny on T-zone 41% (23%)
Dark circles 40% (35%)
Uneven skin tone 39% (20%)
Bags under eyes 34% (26%)
Shiny all over the face 31% (16%)
Vs. 10%
Vs. 1%
Skin Tone
Vs. 10%
Vs. 8%
Vs. 54%
Vs. 10%
Vs. 6%
What main other problems
suffered from (even occasionally)?
of whom 63% consider it a lot bothering
(Significance vs Total and >30%)

45
3 - Usage

46
3a - Usage
Cleansers

47
Facial cleansers products
QF11A. Which facial skincare products have you used in the past 12 months ?
Cleanser penetration
P12M
Traditional bar soap is, by far, the most used cleanser. Along with it, liquid soap and
gel/foam are also well used. Specific products such as facial wipes or exfoliator are
more marginal.
Base: 804
Total soap (A) 94
Total bar soap (B) 92
Total cleansing water/toner (C ) 15
Mean: 3 cleansers used in the past 12 months
At least 1 product : 100%
Face cleansing machines (example : Clarisonic)
Other
Anti imperfection-Acne cleanser
Toner-tonic (C)
Cleansing milk
Eye makeup remover
Facial scrub - exfoliator
Face makeup remover
Facial mask
Cleansing water-solution - Miscellar water - Rose water (C)
Makeup remover wipes
Facial cleansing wipes
Bar soap specific for the face (A) (B)
Gel - Foam face wash
Liquid soap (shower gel (non face-specific) - Body wash...) (A)
Bar soap not specific for the face (general purpose soap bar) (A) (B)
0
0
2
2
3
4
8
10
12
13
17
22
39
42
51
78
In %

50
Facial cleansers
usage frequency (weekly)
Facial cleansers products
Number of times per week*
Several times a day (14)
Everyday (7)
4 to 6 times a week (5)
2 to 3 times a week (2.5)
Once a week (1)
Once in 2 weeks (0.5)
Less often (0.25)
Weight *
Bar soaps (specific or not) are evenly and most often used, more than once a day. Facial mask and
scrub are the least often used cleansers.
Q4. Within the last 12 months, how often did you use each of the following products for your FACE?
Facial scrub - exfoliator (51)
Facial mask (82)
Facial cleansing wipes (157)
Cleansing water-solution , Miscellar water (95)
Face makeup remover (68)
Makeup remover wipes (112)
Liquid soap (shower gel (non face-specific) - Body wash...) (342)
Gel - Foam face wash (298)
Bar soap specific for the face (282)
Bar soap not specific for the face (general purpose soap bar) (543)
3,5
3,7
5,7
5,7
5,8
5,9
5,9
7,7
10,2
10,4
Mean: 8,9 times of use per week (total cleansers)
base: ( ) users of each category in the 3 last months
Bases > 30 only
In %

52
In the evening before going to bed
During the day
In the morning when you prepare yourself
for your day
48
73
76
Q6.Indicate for each product the moments of the day that apply to you.
Bar soap not
specific for the face
(543)
Average number
of moments
2
*For products used by at least 30 women
Gel - Foam face
wash (298)
1,7
45
42
81
Facial cleansers
moments of use 1/2
Bar soaps not for face is used on average at 2 moments in the day. Products more used in the
morning are bar soaps for the face, gel-foam and cleansing water solution/Micellar water.
Bases > 30 only
36
25
73
Cleansing water-
solution , Micellar
water (95)
1,3
Bar soap specific for
the face (282)
1,8
57
29
96
In %

53
55
59
16
23
77
14
17
84
20
Facial mask (82)
Face makeup
remover (68)
Facial scrub -
exfoliator (51)
Average number
of moments 1,3
1,2 1,1
Facial cleansers
moments of use 2/2
Bases > 30 only
Liquid soap (342)
1,6
During the day
for your day
47
73
39
Facial cleansing
wipes (157)
1,2
25
74
18
Liquid soap, cleansing wipes, mask, exfoliator are more used during the day, and
removers during the day or before going to bed.
54
65
16
Makeup remover
wipes (112)
1,4
In %

55
Cleansers brands

56
Cleansers
brand awareness
St. Ives
La Roche Posay
Uriage
Lancôme
The body shop
Avene
Clarins
Neutrogena
Clinique
Nuxe
L’Oréal Paris-L’Oréal
Bioderma
Ponds
Olay
Himalaya
Eva
Oriflame
Clean & clear
Fair & Lovely
Garnier
Avon
Dove Face
Nivea
Johnson’s
1
1
1
1
1
5
4
13
2
4
12
14
11
6
1
2
1
2
2
2
3
6
4
9
6
9
10
19
19
40
21
28
45
46
39
33
3
5
5
6
7
7
7
13
18
18
24
25
30
43
44
48
65
70
72
78
78
78
80
85
Q6b. Which brand of facial cleanser products do you know, even if only by name ? You can mention as many brands as you want.
Q6c. Among these brands of facial cleanser products, which ones do you know, even if only by name?
base: 804
The most known brands are: Johnson’s, Nivea, Dove face, Avon, Garnier. The Body Shop, La Roche
Posay and Lancôme are much less known by Egyptian women (below 10%).
L’Oréal group brands
In %

57
La Roche Posay
The body shop
Uriage
Avene
Neutrogena
Clinique
Nuxe
Bioderma
L’OréalParis-L’Oréal
Ponds
Himalaya
Olay
Fair & Lovely
Oriflame
Avon
Eva
Garnier
Johnson’s
Clean & clear
Nivea
Dove Face
1
1
1
1
2
5
5
7
6
8
13
13
13
1
1
1
1
1
1
2
2
3
6
7
8
8
12
13
14
17
23
23
29
32
Q8. Brand of cleansers most often used
Q7. Brands of cleansers used in the past 12 months
Cleansers brands usage
P12M/most often
Q7. Which brand(s) of facial cleansers products did you use during the past 12 months?
Q8. Which brand of facial cleansers products do you most often use ?
base: 804
Mean: 2,3 cleansers brands used in the past 12 months
Non-used brands :
Lancôme
The 2 most used brands are Dove Face and Nivea, ahead of Johnsons’s and Clean & Clear.
Garnier comes just behind. L’Oréal, La Roche Posay and The Body Shop have weak declared
penetration rates.
0
0
In %

59
78
17
6
Conversion rates cleanser
Total awareness
Usage 12 PM
Usage most often
Base : 804
22
35
Q6c. Among these brands of facial cleanser products,
which ones do you know, even if only by name?
Q7. Which brand(s) of facial cleansers products did you use
during the past 12 months?
Q8. Which brand of facial cleansers products do you most
often use ?
78
32
13
41
41
Dove and Nivea have the best attractiveness (conversion from awareness to purchase), followed by
Clean & Clear and Eva. These same brands, Clean & Clear at the 1st rank, have also the best conversion
rates from trial to loyalty. Garnier has poor performances at both conversion levels.
80
29
13
45
70
23
13
33
57
36 48
14
7
29
50
85
23
8
27
35
Bases awareness > 30%
78
13
5
17
38
65
12
5
18
42
78
13
5
17
38
44
7
1
16
14
72
8
2
11
25
Attractiveness rate
(from awareness to trial) :
32/78=0,41
The higher the rate is, the
more the brand is attractive
Loyalty rate
(from trial to MOUB) :
13/32=0,41
The higher the rate is, the
more the brand makes
loyal users
The brands are ranked
according to their
attractiveness rate

64
Cleansers usage
 All Egyptian women use cleansers, 3 different products on average.
 Soaps, first not specific (78% P12M users), then liquid (51% P12M users), gel/foam (42% P12M users),
and specific for face soap (39% P12M users), are the most used cleansers.
 Soaps :
 Bar soaps (specific or not) have the highest frequency of use amongst cleansers, (they have the
highest number of moments of usage per day).
 Bar soaps (specific for face) are mainly used in the morning, as well as gel-foam and cleansing
water solution/Micellar water. Liquid soap, cleansing wipes, mask, exfoliator are more used during
the day, and removers during the day or before going to bed.
 Brands:
 The most known brands are Johnson’s, Nivea, Dove face, Avon and Garnier, the 2 most used being
Dove Face and Nivea.
 Except Garnier, l’Oréal group brands are far less known and used than these brands.
 Note that Garnier, compared to its competitors, doesn’t benefit from a good conversion rate from
awareness to trial: lack of attractiveness? Problem of the offer?

69
Focus on bar soap - liquid soap

70
Drivers of bar soap – liquid
soap
base : 755
Q113C. Now we would like to know your primaries motivations for using soap your on your face.
Many drivers : deep cleansing, easy to rinse, appealing smell, not irritating, soft texture,
all day long effect, fits my skin characteristics, doesn’t dry out the skin, refreshing,
smooth skin, all in one
Mean (very important) : 63
In %
Lightens skin tone
Controls shine - oil on my skin
Exfoliates my skin - removes dead skin
Reduces-removes my pimple-blackheads
Is adapted to sensitive skins
Removes makeup off my skin
Is all-in-one - with multiple benefits
Leaves my skin smooth
Refreshes my skin
Deeply cleanses my face
Does not dry out the skin
Fits my skin characteristics-type
Has a soft texture
Is a gentle product - not irritating product
Has an appealing smell
Keeps my skin clean all day long
Cleanses deep from the pores
Can easily be rinsed
52
53
53
55
57
58
63
64
65
65
65
66
68
68
68
68
69
69
81
80
83
86
82
87
92
96
94
95
95
93
95
96
96
98
93
94
Very mportant TOTAL IMPORTANT

71
Satisfaction of the
bar soap – liquid soap
Good levels of satisfaction for these main motivations : easy to rinse, appealing smell,
not irritating, soft texture, smooth skin
Q113D. We would like to know whether and how these soaps you use on the face give you satisfaction for each of your motivations.
base : 755 Mean (very satisfied) : 35
In %
Reduces-removes my pimple-blackheads
Exfoliates my skin - removes dead skin
Does not dry out the skin
Lightens skin tone
Controls shine - oil on my skin
Removes makeup off my skin
Is all-in-one - with multiple benefits
Is adapted to sensitive skins
Deeply cleanses my face
Cleanses deep from the pores
Keeps my skin clean all day long
Fits my skin characteristics-type
Refreshes my skin
Has a soft texture
Leaves my skin smooth
Is a gentle product - not irritating product
Has an appealing smell
Can easily be rinsed
24
26
28
30
30
31
32
33
35
35
36
37
37
40
41
41
44
46
69
67
78
67
76
82
80
72
83
84
84
84
88
87
86
87
90
88
Very satisfied TOTAL SATISFIED

72
Bar soap – Liquid soap
Need gaps
4 main need gaps : deep cleansing/cleanse deep from the pores, doesn’t dry out the skin,
all in one product
Need gaps Fulfilled needs
Low priority
Overlook
base : 755
The axes are crossed at
the average of satisfaction
and importance levels
In %

74
Focus on Face Wash
(foam or gel)

75
Nuxe
La Roche Posay
Neutrogena
L'Oréal Paris-L'Oréal
Avène
Bioderma
Nivea
Oriflame
Himalaya
Eva
Johnsons
Garnier
Clean&Clear
1
1
1
4
5
8
2
7
15
17
29
1
1
1
2
2
5
11
14
14
14
22
37
38
Q106E. Brand of cleansers most often used
Q106D. Brands of cleansers used in the past 12 months
Q106D. Which brand(s) of facial cleansers products did you use during the past 12 months?
Q106E. Which brand of facial cleansers products do you most often use ?
base: Facial wash
(foam or gel)
users (334)
Mean: 1,8 face wash brands used in the past 12 months
The 2 main used brands are Clean&Clear and Garnier, but Garnier is set back regarding the
most often usage.
Face wash (foam or gel)
brands
P12M/most often
0,76
0,46
0,68
0,50
0,14
0,57
0,45
Ratio MO/P12M
P12M/most often
In %

79
Face wash (foam or gel)
Need gaps
There are 6 needgaps: lack of products that fits my skin characteristics, exfoliate dead
skin and deeply cleanses my face, appealing smell, soft texture, lighten skin tone.
Low priority
Overlook
Base : Facial wash (foam
or gel) users (334)
In %

82
3b - Usage
Care products

83
Tinted moisturizer (A) (C)
Face serum
Products to refine pores
Oils specifically for the face sold by cosmetic brands
Acne cream (A)
Eye cream - serum
Anti-ageing face care-Anti wrinkle cream (A)
BB Cream (A) (B) (C)
Sun block - UV block- Specific Sun Care product
Fairness face carecream (A)
General purpose cream not specific for the face (A)
Lip care (Lipbalm)
Hydrating cream (A)
1
1
1
1
2
2
3
3
11
20
26
42
70
Base = 804
QF11B. Does the facial care products you use for the day include a UV protection/ SPF ?
Facial care penetration P12M
and SPF
Use at least 1 product = 93%
Mean: 1,9 products used in the past 12 months %Yes %No %Do not know
24 65 10
32 61 7
24 66 10
57 29 14
Total face cream incl general purpose cream (A) 90
Total face cream excl general purpose cream 77
Total BB/CC cream (B) 3
Total tinted care (C) 4
Includes a UV protection SPF
Bases
(565)
(339)
(211)
(164)
(88)
(80 with boost)
The hydrating cream is the most used facial care product, far ahead of lip care (2nd rank) and
general purpose cream (3rd rank) ; majority of these products don’t include any UV protection.
More than half of women use fairness and BB cream including an UV protection SPF.
(bases<30)
(bases<30)
(bases<30)
(bases<30)
(bases<30)
(bases<30)
NA
NA
NA
NA
NA
NA
NA
60 30 10
35 54 11
(85 with boost)
In %

87
BB Cream (78)
Fairness face carecream (142)
Sun block - UV block- Specific Sun Care product (62)
General purpose cream not specific for the face (194)
Lip care (Lipbalm) (285)
Hydrating cream (545)
Anti-ageing face care (83)
5,6
6,0
6,7
7,7
7,8
7,8
7,9
Use frequency
(weekly)
Overall, an everyday usage of face care products, slightly more frequent for anti ageing, hydrating
cream, lip care and general purpose cream.
Bases > 30 only
Facial care products
Number of times per week*
Everyday (7)
Once a week (1)
Less often (0.25)
Weight *
Mean: 7,2 times of use per week (total face care products)
(with Boost)
(with Boost)
In %

89
63
74
55
54
53
29
18
78
51
9
68
54
Facial care
moments of use
Lip care (285)
Fairness face care
cream (142)
General purpose
cream not specific
for the face (194)
*For products used by more than 30 women
Hydrating, general purpose and anti ageing cream are used as well during the day as in the
evening, lipcare and sun block mainly during the day, and fairness and BB cream in the morning or
during the day.
47
76
49
21
61
56
Average number
of moments 1,4 1,7 1,9
Base = users of each category in the 3 last months
Sun / UV block-
Specific Sun Care
product (62)
1,5
BB Cream
(78) (with boost)
Anti-ageing face care-
Anti wrinkle cream
(83) (with boost)
1,4
1,3
In the evening before
going to bed
In the morning when
you prepare yourself for
your day
During the day
Hydrating cream
(545)
58
63
40
1,6
In %

90
Facial care
moments of use
Sorted by active/inactive women
Base = users of each category in the 3 last months
In %
Active women use more than inactive ones the hydrating cream in the morning and in the evening,
<30 Very weak bases
<30 Very weak bases
Active
A
Inactive
B
Base (Interviewed) - Results in % 127 418
53 36
B+
63 63
68 55
B+
61 54
77 73
65 62
68 53
52 64
17 22
NA 30
NA 48
NA 59
During the day
In the morning when you prepare yourself for your day
During the day
During the day
During the day
Hydrating cream
General purpose cream not specific for the face
Fairness face carecream
Anti-ageing face care-Anti wrinkle cream
Active
A
Inactive
B
NA 47
NA 76
NA 9
NA 36
NA 86
NA 16
47 50
72 78
51 46
BB Cream
Sun block - UV block- Specific Sun Care product
Lip care (Lipbalm)
During the day
During the day
During the day

91
Face care brands

92
Q8b. Which brand of facial care products do you know, even if only by name ? You can mention as many brands as you want.
Q8c. Among these brands of facial care products, which ones do you know, even if only by name?
base: 804
Facial care
brand awareness
The most known brands are : Nivea, Johnson’s, Fair & Lovely, Garnier and Avon.
The other L’Oréal group brands are much less known by Egyptian women, even when prompted.
Uriage
St. Ives
La Roche Posay
Clarins
The body shop
Avene
Lancôme
Neutrogena
Clinique
Nuxe
Bioderma
Ponds
Himalaya
Kamill
Olay
Vaseline
Eva
Lux
Clean & clear
Oriflame
Dove Face
Avon
Garnier
Fair & Lovely
Johnson’s
Nivea
1
1
1
1
1
11
5
3
5
8
12
5
12
7
18
1
1
1
1
1
1
1
3
4
5
9
3
7
7
11
15
28
21
28
19
38
42
31
38
36
47
3
4
4
6
6
6
6
8
15
15
16
24
29
36
37
44
50
52
60
61
62
69
71
76
80
82
83
Q8B. Top of mind (1st mention)
Q8B. TOTAL Spontaneous awareness
Q8B/Q8C. TOTAL awareness (spontaneous + prompted)
In %

93
Mean: 2,1 face care brands used in the past 12 months
Facial care brands
penetration
P12M/most often
Base: 804
Q9. Which brand(s) of facial care products did you use during the past 12 months?
Q10. Which brand of facial care products do you most often use ?
Nivea is also the most used brand of facial care products, followed by Dove, Eva,
Johnson’s, and Fair&Lovely. Garnier is used by 12% of Egyptian women (9th rank), at
the same level as Avon and Oriflame. L’Oréal and The Body shop have restricted levels.
The body shop
Clinique
Nuxe
Himalaya
Ponds
Bioderma
Kamill
Olay
Clean & clear
Oriflame
Garnier
Vaseline
Avon
Lux
Johnson’s
Fair & Lovely
Dove Face
Eva
Nivea
1
1
1
1
2
5
5
2
5
6
6
11
9
12
20
1
1
1
1
1
2
2
3
5
10
11
12
13
13
15
18
18
19
19
34
Q10. Brand of face care most often used
Q9. Brands of face care used in the past 12 months
Non-used brands :
La Roche Posay, Lancôme
In %

95
Total awareness
Usage 12 PM
Usage most often
Basis : 804
Conversion rates Facial care
83
34
20
41
Q8c. Among these brands of facial
care products, which ones do you
know, even if only by name?
Q9. Which brand(s) of facial care
products did you use during the
past 12 months?
Q10. Which brand of facial care
products do you most often use ?
69
19
9
52
19
12
50
13
2
60
15
6
80
18
11
Nivea and Eva have the best conversion rates from awareness to trial: they are the most attractive. Eva
and Nivéa again, as well as Fair&Lovely, have the best conversion rates from trial to loyalty. Garnier has
a poor level of attractiveness.
62
11
5
82
18
6
71
13
5
76
12
5
59
61
10
2
37
63
28
47
26
15
25
40
23
61
22
33
18
38
18
45
16
42
16
20
Bases awareness > 30%
Attractiveness rate
(from awareness to trial)
Loyalty rate
(from trial to MOUB)
The brands are ranked
according to their
attractiveness rate
In %

100
Face care usage
 93% of Egyptian women use face care products (1,9 different product)
 The hydrating cream is the most used facial care product, far ahead of lip care (2nd rank) and then general purpose
cream (3rd rank).
 Hydrating cream (70% 12PM users):
 It is one of the most often used facial care products (7,8 times per week)
 It is used as well during the day as in the evening
 Lip care (42% 12PM users) :
 It is as often used as hydrating cream (7,8 times per week)
 It is mainly used during the day
 General purpose cream (26% 12PM users) :
 It is as often used as hydrating cream (7,7 times per week)
 It is used as well during the day as in the evening
 Brands:
 The most known brands are : Nivea, Johnson’s, Fair & Lovely, Garnier and Avon.
 Nivea is also the most used brand of facial care products, followed by Dove, Eva, Johnson’s, and Fair&Lovely.
Garnier is used by 12% of Egyptian women (9th rank at the same level as Avon and Oriflame). As for cleansers,
its conversion rate from awareness to trial is not good, it’s one of the worst one. L’Oréal and The Body shop
have restricted levels.

105
Focus on main facial skincare products

106
Focus on fairness face cream

107
Avon
Oriflame
Eva
Ponds
Bioderma
Nivea
Olay
Garnier
Fair&Lovely
4
2
8
5
0
5
2
6
4
56
5
8
11
16
17
20
23
25
26
68
Q100D. Brand of cleansers most often used
Q100C. Brands of cleansers used in the past 12 months
Mean: 2,3 fairness brands used in the past 12 months
Fairness brands
penetration
Base: 164
Q100C. Which brands of fairness face care products did you use during the past 12 months ?
Q100D. And which one do you use most often?
Fair&Lovely is by far the main used brand ; Garnier comes at the second rank at the
same level as Olay
0,82
0,15
0,24
0,09
0,25
0,00
0,31
0,73
0,25
Ratio
MOUB/P12M
In %

114
Fairness
Need gaps
Base : Fairness users
(164)
Low priority
Overlook
6 main need gaps : visibly reduce the dark spots, don’t leave greasy skin, prevent the skin
from darkening, natural ingredient, for sensitive skin, sun protection
The axes are crossed
at the average of
satisfaction and
importance levels

115
Fairness
Need gaps among Fair&Lovely
users (most often)
Base : Fair&Lovely users
(91)
Low priority
Overlook
Among F&L users, 2 additional need gaps : easy absorption and external aggression protection.
2 need gaps from the total sample are here fulfilled : prevent the skin from darkening, natural
ingredient.
In %

118
Focus on anti ageing, anti wrinkle products

119
Clarins
Clinique
Ponds
Bioderma
Avene
Other brands
Nuxe
Avon
Oriflame
Olay
Eva
Nivea
1
2
4
4
6
3
7
11
8
25
29
1
1
2
4
4
7
7
8
10
16
26
28
40
Q102E. Brands of anti-ageing used most often
Q102D. Brands of anti-ageing used during the
past 12 months
Mean: 1,5 anti-ageing brands used in the past 12 months
Anti-ageing brands
penetration
Q102D. Which brands of anti-ageing products did you use during the past 12 months ?
Q102E. And which one do you use most often?
Nivea is the main used anti ageing brand, followed by L’Oréal Paris and then Eva.
Base : Anti-ageing users
(85)
Non-used brands :
Lancôme
La Roche Posay
In %
0
0

122
Anti-ageing
Need gaps
Base : Anti-ageing users
(85)
Low priority
Overlook
2 main need gaps appear: all-in-one product and skin elasticity
In %

125
Focus on BB Cream

126
Mean: 1,3 BB Cream brands used in the past 12 months
BB Cream brands
penetration
Q104D. Which brands of BB CREAM facial care products did you use during the past 12 months ?
Q104E. And which one do you use most often ?
The main used brand is Garnier and then L’Oréal.
Bourjois
Revlon
Maybelline
Other brands
L'Oreal Paris-L'Oréal
Garnier
1
5
8
18
25
42
1
8
10
25
30
52
Q104E. Brands of BB Cream used most often
Q104D. Brands of BB Cream used during the past
12 months
Oriflame 10% (past 12 months)
Avon 6% (past 12 months)
Nivea 4% (past 12 months)
Base : BB Cream users
(80)
In %

129
BB Cream
Need gaps
Base : BB Cream users
(80)
3 need gaps :
 Covers pimple-blackheads-acne scars
 Makes my skin radiant
 More even complexion
Low priority
Overlook
In %

132
Focus on general purpose cream

133
Himalaya
Kamill
Lux
Vaseline
Avon
Oriflame
Dove
Eva
Nivea
1
2
1
3
5
9
8
24
33
3
5
10
13
14
16
39
43
Q111C. Brand of General purpose cream most often used
Q111B. Brands of General purpose cream used in the past 12 months
General purpose cream
brands penetration
Q111b Which brands of General purpose cream products did you use during the past 12 months ?
Q111c And which one do you use most often ?
Nivea is the most used brand, followed by Eva
base : 211 General
purpose cream users
0,77
0,62
0,50
0,64
0,38
0,30
Ratio
MOUB/used last
12 Months:
In %

140
Need gaps
Low priority
Overlook
2 main need gaps : light texture and external aggression protection
base : 211 General
purpose cream users
In %

143
3c - Usage
Other face products

144
Other facial products
penetration
P12M
¾ of Egyptian women use khol, then lip make up, blusher, mascara.
base: 804
Oil blotting paper
Primer
Talcum powder - babypowder (D)
Natural oils (example : Olive oil, Argan Oil...etc.) (E)
Face makeup: Concealer
Home made remedies (yoghurt, lemon, not cosmetics) (E)
Face Makeup : Liquid foundation (C)
Eye Makeup : eye liner (A) (B)
Face Makeup : Powder foundation (C) (D)
Eye Makeup : mascara (A)
Face Makeup : Blusher
Lip Makeup (lipstick, lipgloss)
Eye Makeup: khol (A) (B)
1
2
7
13
14
26
35
57
58
67
67
70
75
Total eye make-up (A) 79
Total eye liner/khol (B) 77
Total tinted make-up (C) 61
Total talcum powder/powder foundation (D) 59
Total natural oil/home remedies (E) 28
In %
Only asked for face products (not for eye and lip makeup)

146
Use frequency
(weekly)
Foundation (liquid and powder) and concealer are used around 5-6 times per week
Natural oils (example : Olive oil, Argan Oil...etc.) (68)
Home made remedies (yoghurt, lemon,....) not cosmetics (170)
Talcum powder - baby powder (41)
Face makeup: Concealer (94)
Face Makeup : Powder foundation (406)
Face Makeup : Liquid foundation (243)
3,0
3,1
3,2
5,3
5,5
5,6
Mean: 4,9 times of use per week
(total other facial products)
Bases > 30 only
In %
NB: This question on usage frequency was only
asked for FACE products (not for lips/eyes)

148
moments of use
Face Makeup :
Powder
foundation (406)
Face Makeup :
Liquid foundation
(243)
Face Makeup :
Concealer (94)
Talcum powder -
baby powder (41)
Average number
of moments
1,1 1,1
1,1 1,2
Natural oils (68)
1,1
During the day
for your day
3
69
38
2
85
23
24
64
28
Foundations, concealer, natural oils and talcum powder are mainly used during the day.
Home made remedies are used as well during the day as in the evening.
In %
Home made
remedies (170)
1,2
53
47
16

149
Active
A
Inactive
B
NA 36
NA 52
NA 27
NA 11
NA 76
NA 28
15 17
39 51
57 52
33 31
72 75
3 5
50 34
B+
62 72
A
2 3
39 16
B
76 90
a
0 3
Talcum powder - baby powder
During the day
During the day
Face makeup: Concealer
During the day
During the day
During the day
Natural oils (example : Olive oil, Argan Oil...etc.)
Home made remedies (yoghurt, lemon,....) not cosmetics
Face Makeup : Liquid foundation
Face Makeup : Powder foundation
During the day
moments of use
Sorted by active/inactive women
In %
Powder foundation and concealer are more used in the morning by active than inactive
women.
<30 Very weak bases

150
 Between 3/4 and 2/3 of Egyptian women use khol, then lip make up, blusher, mascara.
 Foundation (liquid and powder) and concealer are used around 5-6 times per week.
 Foundations, concealer, natural oils and talcum powder are mainly used during the day.
 Home made remedies are used as well during the day as in the evening.

155
3d - Usage
Body care products

156
Body products penetration
P12M (used on the body)
Nourishing product
Body oil
Moisturizing product
TOTAL moist/nourish/hydr/oil
Ointments
Perfume
TOTAL perfume/ointments
Deodorant roll on
Deodorant spray
TOTAL Deodorant
Products specific for face applied on body
Exfoliating product
Sunscreen
In shower moisturizer
Talcum powder
Body cleanser (wash lotion, gel, liquid...)
Hand cream
Bar soap
TOTAL Others
9
11
17
43
60
17
75
79
60
64
82
5
6
7
8
11
45
57
79
98
Q307H. Which of the following products have you used in past 12 months on your body ?
base: 804
The main used body products are : deodorant (as well spray as roll on), perfume, bar soap, then
hand cream, body cleanser and moisturizing products.
Products specific for face are rarely used for the body.
Other part
The thighs
The hips
The breast
The stomach
The back
The shoulders
The legs
The neck, neckline
The feet
The arms
Elbows
The hands
3
7
7
11
13
14
23
31
37
45
53
62
88
Q307J. Parts of the body where
specific face products is applied
base: 41
Q307J. On which parts of the body do you apply the product specific for face?
In %

159
Q307k And how often do you use them ?
Bar soap is the most often used product on the body, then hand cream, body cleanser
and general purpose cream
base: ( ) users of each category in the last 12 months Number of times per week*
Everyday (7)
Once a week (1)
Less often (0.25)
Weight *
Body products
Use frequency
Ointments(140)
Exfoliating product(52)
Talcumpowder (92)
Nourishing product(75)
Body oil (89)
Productsspecific for faceapplied on body (41)
Sunscreen (57)
In shower moisturizer (65)
Deodorantspray (516)
Moisturizing product(345)
Deodorantrollon (480)
Perfume(605)
Generalpurposecream (135)
Body cleanser (wash lotion, gel, liquid...) (363)
Hand cream(456)
Bar soap (636)
3,5
4,3
4,4
4,6
4,7
5,0
6,0
6,1
6,7
7,0
7,0
7,0
7,9
8,1
8,1
10,3
In %

161
Body products
 The main used body products are :
 deodorant (as well spray as roll on) (82% P12M users),
 Perfume (79% P12M users),
 bar soap(79% P12M users),
 then hand cream(57% P12M users),
 body cleanser (45% P12M users),
 and moisturizing products (43% P12M users).
 Bar soap is the most often used product on the body, then hand cream, body
cleansers and general purpose cream.

168
5 - Purchase behavior

170
Purchase channels
Department stores (Debenhams, Center Point,...)
Perfumeries (Faces (Wojooh), Mazaya,....)
TOTAL Department stores/Perfumeries
Duty free - airports
On line shopping
Dermatologic clinic
Stores carrying their own brands (Body shop,…
Direct sales - door-to-door (Avon)
Groceries
TOTAL Others
Hypermarkets (example: Carrefour, Hyper One....)
Supermarket (example : Saudi, Fathallah, Awlad…
TOTAL Supermarkets/hypermarkets
Pharmacy
1
13
13
0
0
7
8
15
8
15
23
49
3
21
24
1
1
16
20
37
24
37
45
71
QF14A. Purchase channels most often
QF13C. Purchase channels in the P12M
Purchase channels for facial skincare products
Mean : 2
QF13. Speaking about your facial skincare products, do you personally buy your
facial skincare products (facial care products or cleansers products)?
Almost all Egyptian women buy themselves their facial skincare products; they buy
them mainly in pharmacy and in supermarket/hypermarket.
base: 804
95%
5%
You usually buy your facial skincare products yourself
You don’t usually buy your facial skincare products
yourself, but you tell whoever is buying them for you
exactly what you’d like
In %

182
Purchase
 Egyptian women buy mainly all themselves their facial skincare products :
 Mainly planned purchase
 Mainly in pharmacy and in supermarket/hypermarket.

183
6 - Touch Points

184
Touch points
Q110B. Here is a list of different ways people come across facial skincare products (facial cleansers or facial care products).
Could you please tell me if you came across facial cleansers/facial care products via the following ways / touch points during the past 12 months ?
Mean: 3,2 touch points
The main touch points during the past 12 months to come across facial skincare
products is friend/family, then ads on TV
base: 804
Via blogs from Egyptian / Foreign bloggers
Direct mails
Search engine websites (Google...)
Attar, herbs sellers
Emails- Newsletters
Articles in paper magazine or newspaper
The website of the skin care brand(lorealparis.com, lancome.com...etc)
Advertising on newspaper
Advertising in transportation (bus, train, taxi, subway...)
Manufacturer or brand websites
Pamphlets-Leaflets-Handbills
Outdoor Advertising - Posters - Screens
Advertising in magazine
The little neighbourhoud shop
Comments on social networks (facebook, twitter)
Doctor - Dermatologist
Positive online reviews
Internet ads
Spokesperson - celebrity
Shop assistants - Beauty advisor
Pharmacist
Advertising on TV
Friends-family
1
1
1
1
2
2
3
3
6
6
6
8
9
10
13
13
13
14
16
25
36
50
85
TOTAL ADVERTISING: 55%
(Internet ads, Advertising on TV, magazine, newspaper, in
transportation (bus, train, taxi, subway...), Outdoor Advertising -
Posters – Screens)
In %
TOTAL DIGITAL: 31%
(Internet ads, positive online reviews, comments on social
networks, manufacturer or brand websites, the website of the
skincare brand, emails-newsletters, search engine websites, via
blogs)

186
7 - Cluster analysis

187
L’Oréal Egypt & ZAMO / 14 05 290 / U&A Skincare / EGYPT - Report V6 MC CR 187
Cluster Analysis
• What is a cluster analysis ?
o It’s a statistical classification technique, in which respondents are sub-divided into groups (clusters),
so that…
o The people in a cluster are very similar to one another (homogeneity principle), and very different
from people in other clusters (heterogeneity principle)
• Which objective?
o This kind of analysis is really helpful for differentiated Marketing/niche Marketing
• On which criteria is done the analysis? 3 questions:
o Perception of facial skincare products
o Attitudes towards beauty
o Lifestyles
• Which results? Each cluster is described in terms of…
o Weight in the total population
o Attitudes
o Demographics
o Skin profile
o Products and brands used (and the situation of L’Oréal Brands)
o Purchase habits

188
Behaviour and lifestyle in
general
Q200. Now we would like to talk about your behaviour and lifestyle in general. Could you please tell me for each statement if you agree or disagree.
91
90
89
87
86
86
81
77
72
71
71
70
70
66
53
48
41
37
58
68
52
52
39
41
43
33
36
36
28
29
32
28
23
22
15
14
0 10 20 30 40 50 60 70 80 90 100
Total
respondents
(804)
Q200. Behaviourand
lifestyle ingeneral
5 pointscale
––– % TOTAL AGREE
---- % Stronglyagree
I am decisive, Ilike tomake decisionformyself
Respectandrecognitionfromothersare veryimportanttome
I like tospendtime withmyfamily
It isveryimportantto respecttraditions
I like unique things
I like mylife tobe simple andcalm
I wouldlike tospendmore time withmyfamilyratherthanspendmore
time onotherthings
I am alwayscomparingpricesacrossseveral storeswhenshopping
I like tospendtime withmyfriends
I am attractedby advertisements
I pay attentiontoonlyeatfoodthat isgoodfor my health
I have a veryactive life
I am up to date withthe latesttrendsandfashions
Friends-Familyoftenaffectmyshoppingdecisionmaking
I like doingsportsseveral timesaweek
I like toshowoff infront of otherwomen
I go to see the doctor regularly
I use Traditional-Herbal medicine totake goodcare of my health
In %

189
Attitudes concerning health and
beauty
Q201. Here are some statements that people mention when describing their attitudes concerning health and beauty. Could you please tell me for each statement if you agree or disagree.
91
86
85
82
78
75
61
40
34
51
49
40
46
36
33
25
14
10
0 10 20 30 40 50 60 70 80 90 100
Total
respondents
(804)
Q201. Attitudes
concerning health and
beauty
5 pointscale
---- % Strongly agree
I simply try to look natural
Taking care of myself is a real pleasure
I think that being beautiful is an advantage in life
It really matters to me to have a perfect skin
For me, beauty is firstly about looking healthy
I can’t go out without looking perfect
I take care of my appearance to look younger
If I didn't feel good about myself, I wouldn't hesitate to have
plastic surgery
If I didn't feel good about myself, I wouldn't hesitate to do soft
aesthetic procedures (Laser, whitening, Botox...)
In %

190
78
77
76
75
73
71
70
70
69
69
68
68
65
64
64
64
61
61
49
45
45
34
34
38
25
28
27
20
26
26
28
27
22
28
25
24
27
26
26
20
16
12
0 10 20 30 40 50 60 70 80 90 100
Total
respondents
(804)
Q202. Attitudes
concerning facial
skincare products
5 pointscale
---- % Strongly agree
I prefer all-in-one - multiple benefits facial skincare products
I prefer facial skincare products made with natural ingredients
I tend to use products for my face that are hypoallergenic - for sensitive skin
- dermatologically tested
For facial skincare products, I am very loyal, I always use the same brands
To me an effective product must be based on scientific research
When it comes to facial skincare products, French products arethe most
fashionable ones
I take time to apply as many facial skincare products as it takes for my skin
to look perfect
I prefer facial skincare products recommended by doctors-dermatologists
I like to get information about the facial skincare products I buy
When I buy facial skincare products, I always look carefully at what they are
made of
To look beautiful, facial skincare products are more important than Make-
up
I like to spend time when choosing my facial skincare products
I’malways looking for deals
I am prepared to pay more to buy high quality products
When buying facial skincare products, I always choose the latest
innovations
I only trust big, renowned facial skincare product brands
I avoid using too many facial skincare products on my skin
Aesthetic aspects of facial skincare product packaging are really important
to me
I prefer being late rather than going out without makeup or facial skincare
products
I often use home-made beauty remedies for or combining cosmetics and
non-cosmetics...
I think that cheap facial skincare products offer the same efficiency than
expensive ones
Attitudes towards facial
skincare products
Q202. Here are some statements that people mention when describing their attitudes concerning facial skincare products. Could you please tell me for each statement if you agree…
Efficiency (all-in-one, for sensitive skin, scientific research, natural) is the main dimension
when describing the facial skincare category. Then comes brand loyalty.
In %

191
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%
Base: 804
5 different set of attitudes 5 groups of women have been identified with various and different profiles and
attitudes toward the category, beauty and lifestyles.
Note: names given are interpretation

192
• from Cairo (46-40%) and Alexandria (37-25%)
• “mature” women 30-45 yo (41-35%)
• with at least one child in the HH (58-53%)
• from other cities
• 18-29 yo (35-40%),
- I can’t go out without looking perfect (4,3-4,0)
- I take care of my appearance to look younger (3,9-3,6)
• For me, beauty is firstly about looking healthy (3,7- 4,1)
More agree with…
- When buying facial skincare products, I always choose latest innovations (4,2-3,8)
- I only trust big, renowned facial skincare products brands (4,3- 3,7)
- Cheap facial skincare products offer the same efficiency than expensive ones (3,7-3,1)
- I am prepared to pay more to buy high quality products (4,1-3,8)
- I take time to apply as many facial skincare products as it takes for my skin to look
perfect (4,1-3,8)
- I prefer being late rather than going out without makeup or facial skincare products
(3,8-3,4)
- I avoid using too many facial skincare products on my skin (4,1-3,8)
- I often use home made beauty remedies for face (non cosmetics (herbs, oil) or
combining cosmetics and non cosmetics… (3,7-3,3)
/
DEMOGRAPHICS
ATTITUDES TOWARDS BEAUTY
PERCEPTION OF FACIAL SKINCARE PRODUCTS
12 Past months usage (number of products used):
• Total facial skincare products: one of the weakest number (8,6-9,8)
• Facial Cleansers: one of the weakest number (2,6-3,0)
• Facial Care: at the average (1,8-1,9)
• Other Facial products: the weakest number (4,1-4,9)
Frequency of use (mean per week) :
• Facial Cleansers: at the average (19,2-20,4)
• Other Facial products: at the average (10,9-10,1)
Garnier usage P12M: weak performance in this group
FACIAL SKINCARE PRODUCTS USED
• One of the least oily (20-26%) and more normal skin (62-56%); and one of the least
sensitive skin (59-64%)
• one of the highest satisfaction level of skin tone (72-60%) (skin tone at the average)
• Less skin issues (3,2 problems vs 3,9)
• Less dark circles (19-35%) and bags under the eyes (17-26%)
• More satisfied by their overall physical appearance (70-60%)
FACIAL SKIN
23%
Summary
Comparison vs total sample
“Between 2 cultures” :
traditional & modern, likes to show off & health concerned, not heavy user
5 = fully agree
1 = fully disagree
Significance > 90% versus total sample
Significance < 90% versus total sample NS = non significant
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

193
• go more at beauty salons for doing hair and eye brows, at nails bar-salons, at spas for
facials, at dermatologist for facials
• The least heavy users of headscarf (18-29%), but the most problems due to it (27-
18%)
• Beauty enemies: more weather related (85-78%, heat: 72-48%), and strong
medication (31-25%)
• Skin Problems: they have less skin issues (3,2 problems vs 3,9)
HEADSCARF AND VISITS TO BEAUTY SALONS, DOCTORS…
BEAUTY ENNEMIES-SKIN PROBLEMS
Cleansers
• Total Awareness: number of brands known at the average (9,3-9,4)
• Top 5 : Nivéa (87-80%), Johnson’s (83-85%, NS), Fair & Lovely (80-72%),
Dove Face (79-78%, NS), Garnier (78-78%, NS)
• 12 Past months Usage: one of the weakest number of brands used (1,8-2,3)
• Top 5 : Dove Face (30-32%, NS), Nivéa (29-29%, NS), Johnson’s (13-23%),
Clean & Clear (12-23%), Eva (12-14%, NS). Garnier (10-17%) comes just
behind, with a low score.
Care products
• Top 5: Johnson’s (89-81%), Nivéa (86-82%, NS), Fair & Lovely (76-80%, NS),
Garnier (75-76%, NS), and Dove Face (71-69%, NS)
• Top 5: Nivéa (34-34%, NS), Dove Face (19-19%, NS), Eva (17-19%, NS),
Johnson’s (13-18%), Oriflamme (12-11%, NS). Garnier has a weak score
here (6-12%).
BRANDS AWARENESS AND USAGE
23%
Additional results
(1/2)
More agree with…
- I am decisive, I like to make decision for myself (4,7-4,5)
- I like doing sports several times a week (4,0-3,4)
- I have a very active life (4,3-3,9)
- I like my life to be simple and calm (4,5-4,2)
- I go to see the doctor regularly (3,9-3,2)
- I pay attention to only eat food that is good for my health (4,3-3,9)
- I use traditional-herbal medicine to take good care of my health (3,9-3,1)
- I like to spend time with my friends (4,4-3,9)
- I would like to spend more time with my family rather than spend more time on other
things (4,6-4,2)
- Friends, family often affect my shopping decision making (4,1-3,8)
- I am up to date with the latest trends and fashions (4,3-3,9)
- I like to show off in front of other women (4,0-3,2)
- I am always comparing prices across several stores when shopping (4,4-4,0)
LIFESTYLES
• Products especially more used than average: general purpose cream not specific for
the face (38-26%)
• Products especially less used than average: total lip products (70-79%), total wipes
(23-33%), bar soap specific for the face (25-39%), gel foam-face wash (33-42%),
hydrating cream (62-70%), total other facial products (72-81%)
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

194
• A little more in groceries (11-8%)
• A little less channels (1,8-2,0)
PURCHASE: CHANNELS
Cleansers
• More because: /
• and less because: I know it is efficient on my skin, product claim fits my
expectations, I have used it before and I liked it
• I know it is efficient on my skin, product claim fits my expectations, I have used
it before and I liked it,.
Care products
• More because: /
• and less because: the same as above + recommendation by a friend or relative
PURCHASE REASONS
23%
Additional results
(2/2)
• less than average (2,8-3,2)
• less advertising, shop assistants, positive online reviews and comments on social
networks,…
TOUCH POINTS
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

195
• Mainly from Cairo (63-40%)
• From far the youngest group: 30 yo in average vs 34 yo (18-29 yo: 61-40%)
• C2 SEC (34-28%)
• Half of them being single (53-33%), without child (none: 65-47%)
• From smallest cities
- Aesthetic aspects of facial SC product packaging are really important to me (4,1-3,7)
- Cheap facial SC pts offer the same efficiency than expensive ones (3,7-3,1)
- I often use home made beauty remedies for face (non cosmetics (herbs, oil) or
combining cosmetics and non cosmetics…(3,6-3,3)
- When buying facial SC products, I always choose latest innovations (3,4-3,8)
- To me an effective product must be based on scientific research (3,7-4,0)
- I prefer all in one – multiple benefits facial skincare products (3,9-4,1)
- I prefer facial SC products made with natural ingredients (3,8-4,1)
- I tend to use products for my face that are hypoallergenic – for sensitive skin –
dermatologically tested (3,8-4,1)
More agree with…
- If I didn’t feel good about myself, I wouldn’t hesitate to have plastic surgery (3,9- 2,7)
- If I didn’t feel good about myself, I wouldn’t hesitate to do soft aesthetic procedures
(laser, whitening, Botox…) (3,8-2,6)
Less agree with…
- It really matters to me to have a perfect skin (3,9-4,2)
- I simply try to look natural (4,1-4,4)
- Taking care of myself is a real pleasure (4,0-4,3)
DEMOGRAPHICS
• Total facial skincare products: at the average (10,3-9,8)
• Other Facial products: one of the highest number (5,7-4,9)
• Facial Cleansers: the weakest frequency of use (16,3-20,4)
• Facial Care: one of the weakest frequency of use (10,6-13,3)
Garnier usage P12M: one of the 2 best performance in this group, especially
regarding MOUB (care and cleansers)
• Hair (44-26%), and then eyes (22-14%): the most important parts to express beauty
• Less dark circles (26-35%)
• They have the least skin issues : 2,4 problems vs 3,9 (“only” 55% have at least one
problem vs 74%)
• The fairest natural skin tone (55-42%),
• Skin (19-39%) as the most important part to express beauty (its worst result)
• less medium and dark natural skin tone
• one of the weakest satisfaction level (45-60%)
• One of the most sensitive skin (72-64%)
• A little bit drier skin (the highest score): 14% vs 8%, less combination (3-10%)
FACIAL SKIN
22%
Summary
“Young woman without skin problem” :
Hair & eyes are key for beauty, not heavy user, open to plastic surgery
and soft procedures
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

196
• More light users of headscarf (37-31%),
• They go more at beauty salons for doing hair , and go the most of all at nails bar-
salons, at spas for facials, at dermatologists for facial skin laser treatments and for
botox, and use the most massages.
/
• Beauty enemies: the lowest number (4,3 vs 8,0; significantly less for each category)
• Skin Problems:They have the least skin issues : 2,4 problems occasionally vs 3,9
(“only” 55% have at least one problem vs 74%)
Cleansers
• Top 5 : Avon (86-78%), Johnson’s (85-85%, NS), Garnier (84-78%), Dove
Face (83-78%), Clean & Clear (83-70%)
• 12 Past months Usage: lower number of brands used (1,9-2,3)
• Top 5 : Johnson’s (30-23%), Nivéa (30-29%, NS), Dove Face (29-32%, NS),
Eva (27-14%), and Clean & Clear (20-23%, NS). Garnier (16-17% NS) comes
just after.
Care products
• Total Awareness: one of the weakest number of brands known (9,2-10,1)
• Top 5 : Garnier (84-76%), Avon (81-71%), Fair & Lovely (77-80%, NS), Clean
& Clear (74-61%),and Nivéa (67-82%)
• 12 Past months Usage: number of brands used at the average (2,1-2,2)
• Top 5 : Nivéa (32-34%, NS), Eva (26-19%), Johnson’s (26-18%), Vaseline
(21-13%), and Garnier (19-12%, one of its best result).
22%
Additional results
(1/2)
More agree with…
Less agree with…
- Respect and recognition from others are very important to me (3,6-4,6)
- It is very important to respect traditions (3,9-4,4)
- I like to spend time with my family (3,8-4,4)
things (3,6-4,2)
- I pay attention to only eat food that is good for my health (3,7-3,9)
- I am decisive, I like to make decision for myself (3,9-4,5)
- I like unique things (3,9-4,2)
LIFESTYLES
• Products especially more used than average: total tinted care or make-up (68-61%),
bar soap specific for the face (69-39%), gel-foam face wash (59-42%), make-up
remover wipes (28-17%), hydrating cream (79-70%), natural oils (22-13%), and all
face and eye make-up.
• Products especially less used than average: total cleansing water-toner (4-15%), bar
soap not specific for the face (60-78%), liquid soap (31-51%), general purpose cream
not specific for the face (17-26%)
and soft procedures
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

197
• A little bit more channels (2,3-2,0)
• More in Hypermarkets (15-8%, the highest score)
• Less in perfumeries (the weakest score)
PURCHASE: CHANNELS
Cleansers (the fewest reasons)
• More because: /
• and less because: it is of a trustworthy brand, of its fragrance, texture, low price, I
know it is efficient on my skin, I have used it before and I liked it, recommendation
by a friend or relative
Care products (the fewest reasons)
• More because: /
• and less because: it is of a trustworthy brand, it is a premium product, of its low
price, I know it is efficient on my skin, I have used it before and I liked it,
recommendation by a friend or relative
PURCHASE REASONS
22%
Additional results
(2/2)
• more “health” people : doctors-dermatologists, pharmacists
• the least number (2,4-3,2)
• far less advertising and friends/family,
TOUCH POINTS
and soft procedures
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

198
“Older Traditional woman”:
Natural and healthy beauty, feels comfortable in her own skin
• from Tanta (17-5%)
• The oldest group: 37 yo in average vs 34 yo (46-55 yo: 33-25%)
• D SEC (39-32%)
• The least single (20-33%),
- I prefer all in one – multiple benefits facial skincare products (4,3-4,1)
- When buying facial skincare products, I always choose latest innovations (3,2-3,8)
- When it comes to facial SC products, French products are the most fashionable ones (3,4-
3,9)
- Aesthetic aspects of facial SC product packaging are really important to me (2,9-3,7)
- I often use home made beauty remedies for face (non cosmetics (herbs, oil) or combining
cosmetics and non cosmetics… (2,7-3,3)
- I like to spend time when choosing my facial skincare products (3,6-3,8)
- I like to get information about the facial skincare products I buy (3,6-3,9)
- I take time to apply as many facial SC pts as it takes for my skin to look perfect (3,6-3,8)
- I prefer being late rather than going out without makeup or facial SC products (2,5-3,4)
More agree with…
- For me, beauty is firstly about looking healthy (4,5- 4,1)
- I take care of my appearance to look younger (4,0-3,6)
Less agree with…
- I think that being beautiful is an advantage in life (3,9-4,2)
DEMOGRAPHICS
• Total facial skincare products: one of the weakest number (8,6-9,8)
• Facial Care: the weakest number (1,7-1,9)
• Other Facial products: one of the weakest number (4,3-4,9)
• Facial Cleansers: one of the weakest frequency of use (17,9-20,4)
• Facial Care: one of the weakest frequency of use (10,8-13,3)
• Other Facial products: the weakest frequency of use (7,2-10,1)
• One of the highest satisfaction level of natural skin tone (69-60%)
• More satisfied by their overall physical appearance (68-60%)
• More dark circles (44-35%)
• They are more to have skin problems: 85-74% even occasionally
• One of the most oily skin (33-26%)
FACIAL SKIN
20%
Summary
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

199
• the least problems due to headscarf (8-18%)
• Use the least beauty salons, dermatologists, and so on …
• Beauty enemies: one of the highest number (9,0 vs 8,0) ; more physiological (83-
67%), water related (61-47), lack of healthy diet (54-46%), skincare related (50-
42%) and ageing (37 vs 26%)
• Skin Problems: they are more to have skin problems: 85-74% occasionally (but on
the whole the number of issues is at the average level).
Cleansers
• Total Awareness: the weakest number of brands known (7,8-9,4)
• Top 5 : Nivéa (79-80%, NS), Avon (77-78%, NS), Johnson’s (75-85%), Dove
Face (69-78%), and Oriflamme (68-65%, NS). Garnier has here its weakest
result (57-78%).
• Top 5 : Dove Face (16-32%), Nivéa (16-29%), Johnson’s (16-23%), Clean &
Clear (15-23%), and Garnier (11-17%): all these results are below the
average. Please note that 2 brands have been quoted spontaneously here:
Camy (12-4%) and Lux (11-5%).
Care products
• Total Awareness: the fewest brands known (8,8-10,1)
• Top 5: Nivéa (82-82%, NS), Johnson’s (77-81%, NS), Fair & Lovely (73-80%),
Avon (70-71%, NS), and Dove Face (65-69%, NS). Garnier has here its
weakest result (63-76%).
• Top 5: Nivéa (34-34%, NS), Eva (20-19%, NS), Fair & Lovely (16-18%, NS),
Dove Face (11-19%), Johnson’s (10-18%) and Vaseline (10-13%, NS) at the
same level. Garnier has a weak score here (5-12%).
20%
Additional results
(1/2)
More agree with…
- Respect and recognition from others are very important to me (4,8-4,6)
- I like to spend time with my family (4,7-4,4)
things (4,6-4,2)
- It is very important to respect traditions (4,7-4,4)
Less agree with…
- I like doing sports several times a week (2,7-3,4)
- I like to spend time with my friends (3,6-3,9)
- Friends, family often affect my shopping decision making (3,4-3,8)
- I am up to date with the latest trends and fashions (3,6-3,9)
LIFESTYLES
• Products especially more used than average: bar soap not specific for the face (86-
78%)
• Products especially less used than average: total tinted care or make-up (49-61%),
bar soap specific for the face (21-39%), liquid soap (40-51%), gel-foam face wash (30-
42%), hydrating cream (the weakest score: 53-70%), as well as face and eye make-up
products (except khol, at the average level).
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

200
• more in groceries (12-8%)
• more “sometimes I plan my purchase and some others is an impulse” (19-10%)
• are a little more to ask somebody else to buy their skincare products (13-5%)
• The least channels (1,6-2,0)
• The least in supermarkets (9-15%),
• Less planned purchases (78-86%),
PURCHASE: CHANNELS
Cleansers (more reasons than average)
• More because: I know it is efficient on my skin, I have used it before and I liked it,
low price
• and less because: it is a premium product
Care products (more reasons than average)
• More because: the same as above, +its texture,
• and less because: /
PURCHASE REASONS
20%
Additional results
(2/2)
• more friends/family and advertising (TV and magazines)
• less doctors, spokesperson-celebrity and positive online reviews.
TOUCH POINTS
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

201
“Highly involved” :
heavy user, category expert, spends time looking for information and using products
to look perfect
• From Al Minya (24% vs 5%)
• The richest group (AB: 23% vs 16%)
• from Cairo (27% vs 40%)
• I can’t go out without looking perfect (4,6-4,0)
• I think that being beautiful is an advantage in life (4,6-4,2)
• If I didn’t feel good about myself, I wouldn’t hesitate to have plastic surgery (2,5- 2,7)
• If I didn’t feel good about myself, I wouldn’t hesitate to do soft aesthetic procedures
• I take care of my appearance to look younger (2,8-3,6)
More agree with…
• When buying facial SC products, I always choose latest innovations (4,3-3,8)
• When it comes to facial SC products, French pdts are the most fashionable ones (4,3-3,9)
• When I buy facial SC pdts, I always look carefully at what they are made of (4,2-3,9)
• I’m always looking for deals (4,1-3,8)
• I like to spend time when choosing my facial SC products (4,1-3,8)
• I like to get information about the facial SC products I buy (4,3-3,9)
• To look beautiful, facial SC products are more important than makeup (4,2-3,9)
• I prefer being late rather than going out without makeup or facial SC products (4,0-3,4)
• I take time to apply as many facial SC pdts as it takes for my skin to look perfect (4,1-3,8)
Less agree with…
• I only trust big, renowned facial skincare products brands (2,8- 3,7)
• Cheap facial skincare products offer the same efficiency than expensive ones (2,4-3,1)
• I avoid using too many facial skincare products on my skin (3,4-3,8)
DEMOGRAPHICS
• Total facial skincare products: highest number (11,5-9,8)
• Facial Cleansers: one of the highest number (3,8-3,0)
• Facial Care: highest number (2,1-1,9)
• Other Facial products: one of the highest number (5,6-4,9)
• Facial Cleansers: highest frequency of use (27,2-20,4)
• Facial Care: highest frequency of use (18,8-13,3)
• Other Facial products: highest frequency of use (12,2-10,1)
Garnier usage P12M: one of the 2 best performance in this group, especially
regarding cleansers
• Facial skin as the most important part to express beauty (50-39%)
• Natural skin tone: the most medium (56-48%) and dark (19- 11%)
• Have more dark circles (50-35%) and bags under the eyes (44-26%)
• Have more skin issues: 5,2 problems vs 3,9,
• One of the most oily (34-26%) and sensitive skin (75-64%)
FACIAL SKIN
19%
Summary
5 = fully agree
1 = fully disagree
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

202
to look perfect
• The most heavy users of headscarf (44-29%), but less problems due to it (12-18%)
• Go more at dermatologist for facial medical reasons
• Go less/less often at beauty salons for doing hair, at nails bar-salons, at spas for
facials, at dermatologist for facial skin laser treatments, and have less massages,
• Beauty enemies: more physiological (76-67%), and dust (62-50%)
• Skin Problems: they have more skin issues (5,2 problems vs 3,9)
• Problems they have more : sensitive skin, oily-greasy skin, shiny all over the face,
large pores, dry chapped lips, harsh/ rough skin, skin excessive dryness, loss of
elasticity, dull skin / completion.
Cleansers
• Total Awareness: one of the highest number of brands known (10,0-9,4)
• Top 5 : Johnson’s (91-85%), Garnier (87-78%), Dove Face (78-78%, Not
Significant), Avon (78-78%, NS), Fair & Lovely (71-72%, NS)
• 12 Past months Usage: one of the highest number of brands used (3,0-2,3)
• Top 5 : Clean & Clear (44-23%), Dove Face (44-32%), Garnier (37-17%, its
best result), Nivéa (27-29%, NS), Himalaya (24-7%).
Care products
• Total Awareness: one of the highest number of brands known (11,5-10,1)
• Top 5: Johnson’s (94-81%), Nivéa (91-82%), Fair & Lovely (90-80%),
Garnier (86-76%), and Dove Face (74-69%, NS)
• 12 Past months Usage: use a little less brands than average (2,0-2,2)
• Top 5: Fair & Lovely (28-18%), Nivéa (27-34%), Dove Face (23-19%, NS), Eva
(23-19%, NS), Johnson’s (21-18%, NS). Garnier comes just behind (19-12%,
with one of its best result).
19%
Additional results
(1/2)
More agree with…
• Respect and recognition from others are very important to me (4,9-4,6)
• Friends, family often affect my shopping decision making (4,1-3,8)
Less agree with…
• I use traditional-herbal medicine to take good care of my health (2,8-3,1)
• I like to show off in front of other women (2,6-3,2)
LIFESTYLES
• Products especially more used than average: total lip products (90-79%), total tinted
care or make-up (71-61%), total oils (25-13%), total cleansing water-toner (33-15%),
bar soap specific for the face (54-39%), liquid soap (71-51%), facial mask (25-12%),
hydrating cream (88-70%), total natural oil/home remedies (39-28%), as well as
make-up products (powder foundation, blusher, mascara and eyeliner
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

203
• A little bit more channels (2,2-2,0)
• The most in perfumeries (28-13%),
• The least in groceries (1-8%) and Hypermarkets (3-8%)
PURCHASE: CHANNELS
Cleansers
• More because: it is of a trustworthy brand, it is a premium product, product
claim fits my expectations, I have used it before and I liked it,
recommendation by a friend or relative,
• and less because: of its fragrance, texture, packaging, low price.
Care products
• More because: the same as above, + because I know it is efficient on my
skin, recommendation by a shop assistant-beauty advisor ,
• and less because: the same as above.
PURCHASE REASONS
19%
Additional results
(2/2)
• More than average (3,6-3,2);
• Friends/family, TV advertising, positive online reviews, comments on social networks,
and little neighborhood shop.
• Pharmacists
TOUCH POINTS
to look perfect
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

204
• the most from Al Jizah (46-20%)
• the most C1 SEC (34-24%)
• The least from Cairo (19-40%),
• The least “currently not working” (57-64%)
• The least D SEC (20-32%),
More agree with…
- Taking care of myself is a real pleasure (4,7-4,3)
- It really matters to me to have a perfect skin (4,7-4,2)
Less agree with… /
DEMOGRAPHICS
• Total facial skincare products: at the average (10,3-9,8)
• Facial Cleansers: one of the highest number (3,5-3,0)
• Facial Cleansers: the second highest frequency of use (22,6-20,4)
• Facial skin as the most important part to express beauty (50-39%)
• One of the least oily (18-26%) and the most combination skin (24-10%); the least
sensitive skin (50-64%)
• They have the least bags under eyes (12-26%)
• The least satisfied by their overall physical appearance (40-60%)
• one of the lowest satisfaction level of natural skin tone (49-60%)
• The most skin issues : 5,4 problems vs 3,9 (89% have at least one problem vs 74%)
FACIAL SKIN
16%
Summary
More agree with…
- I only trust big, renowned facial skincare products brands (4,2- 3,7)
Less agree with…
- I think that cheap facial SC pts offer the same efficiency than expensive ones (2,1-3,1)
- To look beautiful, facial skincare products are more important than makeup (3,4-3,9)
- I like to spend time when choosing my facial skincare products (3,6-3,8)
- I like to get information about the facial skincare products I buy (3,6-3,9)
- I prefer being late rather than going out without makeup or facial skincare products
(3,1-3,4)
“Perfect skin seeker” : has the most skin problems, is ready to use
plastic surgery or soft procedures, only relies on renowned brands, and tries
a lot of brands
Between 2
cultures
23%
Young woman
without skin
problem
22%
Older
Traditional
woman
20%
Highly involved
19%
Perfectskin
seeker
16%

Market Research Skincare in Egypt 2015

Market Research Skincare in Egypt 2015

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