Through our research, we have realized that the skincare beauty industry is quite fragmented and although SK-II has the highest market share, it was only merely 3.7%. Hence, we have decided to conduct a focus group for non-users. To facilitate the discussion, our questions are posted in way to obtain the key consumers’ insights about SK-II brand and the reasons why they may not be using it.

 

Moderator: Hello everyone.. thank you for taking the time to attend this discussion on skin care products. Talking about skin care products, what comes to your mind when you think of skin care product?

 

Gelin: Clarins, SK-II, Estee Lauder, Innisfree, Elizabeth Arden, Skin Food

Yan Lin: There’s also Fancl, Bio essence

Joan: Laneige, Shisedo

 

Moderator: Siew Lan.. what about you?

 

Siew Lan: I think of SK-II, Shiseido also.. and also Clinique, Clarins, La Mer.

 

Moderator: Anyone else have anymore to add? … alright then! What about your beauty regime? You can say your day regime then your night one. How about Xiang Yi?

 

Xiang Yi: Umm.. In the morning, I start off by washing my face, then apply moisturizer, primer and then foundation. At night, I wash my face, put moisturizer, apply toner. That’s about it.

 

Moderator: Alright! Anybody else want to share?

 

Gelin: For the day, I cleanse, put moisturizer, lotion then sunblock. For the night, I cleanse, scrub, put mask on alternate days and then apply lotion.

Joan: For me, my day regime is Toner, essence, and moisturizing cream. All of them are from Laneige because I find them very suitable for my skin. My night regime is toner, moisturizing cream then sleeping pack.

 

Moderator: Great! Chris.. what about you?

 

Chris: Mine is fairly simple.. Day I will moisturize and at night.. I will apply night cream after I wash my face.

 

Moderator: That’s pretty good too! Okay.. what skin care brands are you guys using? Shall we go one round again? Gelin?

 

Gelin: I use Aquatonale which is a french brand that I use from my facial boutique

Siew Lan: I use Clarins collection and Clinique mask

Chris: Mine is Biotherm Homme series and Primal Earth

Xiang Yi: For me.. I use Shiseido, bare minerals, loreal, clarins

Yan Lin: I use Bio essence, Biore

Joan: Mine’s almost all Laneige and once in a while Estee Lauder.

 

Moderator: Alright! Let’s talk about what skin care benefits do you look out for when you choose your skin care products? Siew Lan?

 

Siew Lan: I look for those that will reduce wrinkles and increase the radiance of my skin because my skin looks very dull when I don’t apply makeup. Moisturizing effect! I think that’s very important! If not my skin will be very dry and it is really irritating.

 

Moderator: I see.. Yan Lin what about you?

 

Yan Lin: I have a sensitive skin so I look out for those.. and after trying out with Bio-Esssence, it does not irritate my skin so I will stick with Bio-essence.

 

Moderator: Anybody else? Just feel free to share okay!

Joan: For me.. I look for pimple free, moisturizing effect. I also look at the brand.. from friend’s recommendation or from online reviews.

Chris: I look for anti-sebum and anti-aging

Gelin: Me.. I look for hydration, moisturizing, non-sensitive skin and natural.

Xiang Yi: Mine is just whitening.. and anti-aging.

 

Moderator: Very good! Now let’s discuss what are the important properties of a good skin. Anybody can just shout out.

 

Gelin: QQ, radiant, non-dry, energized

Xiang Yi: Clear, bright, moisturized

Yan Lin: Smooth, no pimple, not greasy

Siew Lan: Like what they said and oil control too!

 

Moderator: Okay.. So have you all heard of SK-II?

 

All: Yes!

 

Moderator: Good.. so when we talk about SK-II, what comes to your mind?

 

Xiang Yi: Expensive

Gelin: Premium, Atas, for the rich

Siew Lan: High class, miracle water, maroon, their advertisement

Joan: Supposed to work wonders, superstars and expensive

Yan Lin: Red and white, pretigious, whitening, “Boing Biong”, High-end

Chris:  Actually I think it’s quite women-orientated

 

Moderator: So what’s your perception of SK-II?

 

Gelin: Same - expensive, for the rich, atas

Siew Lan: Quite high class so should be quite expensive.. products should be of good quality and effective too?

Chris: I just think it’s more suitable for mature ladies

Xiang Yi: Reminds me of crystal clear skin and full of celebrity endorsements

Joan: I think it’s a premium brand and you need to be rich in order to use everyday, and need to use SK-II whole package or set in order to see the “miracle effect”, if only use 1-2 out of the whole range of product, it won’t be that effective

 

Moderator: How will you describe SK-II skin care product users?

 

Chris: Mature users who can afford the product

Siew Lan: Rich women with glowing skin

Gelin: Rich and those in their early thirties?

Xiang Yi: Loyal

Yan Lin: Prestige, got money, high influence, professional, high position

 

Moderator: Great! And can you all name any brand ambassadors?

 

Gelin + Xiang Yi: Qi Qi

Siew Lan: I know Qi Qi too.. and Tang wei?

Chris: I know Cate Blancett too.

Yan Lin: Jessica Liu (Liu Zhi Xuan) and some other Taiwan artistes

Joan: I know of a Mediacorp actress that always say boing boing boing but I don’t know her name.

 

Moderator: Okay.. and who will u buy SK-II products for?

 

Gelin + Xiang Yi+ Chris+Joan: My mother

Siew Lan: Myself! If it’s really effective, I don’t mind paying to pamper my skin.

Yan Lin: My mum or maybe my friends as a gift

 

Moderator: And on what occasions will you buy SK-II skin care products?

 

Gelin: Mothers’ day, Christmas, Mother’s birthday

Joan: If there’s a promotion or discount maybe

Xiang Yi: If they provide a sample and demonstrate that it is good

Yan Lin: I would purchase it as a birthday gift probably but would not buy it for myself as I have sensitive skin.

Siew Lan: For me.. I don’t think there’re any specific occasions that I would buy but if my friends or sisters really recommend me and say that it’s effective then I would be tempted to buy and try.

 

Moderator: Okay great! So how did you all first learn about SK-II and where do you get your information about SK-II from? Chris what about you?

 

Chris: Um.. I first learnt about SK-II from the media.. from advertisements. And I get my information from the internet.

 

Moderator: I see.. the rest? Just feel free to share ok?

 

Joan: I first learnt about SK-II from advertisements as well.. from TV and I source for information on the internet too. I enquire in shopping centres if I happen to pass by.

Gelin: I learnt it from Qi Qi and the miracle water ad.

Siew Lan: I first know about it through magazines and TV ads. And I get my information from magazines because sometimes they will have reviews on it and also from friends.

 

Moderator: Okay! So.. you all don’t use SK-II right? What’s the reason for it?

 

Gelin: Too expensive.. and heard some bad remarks about it?

Joan: Me too.. I think it’s too expensive for me and not suitable as well. I think usually older folks use them.

Xiang Yi: For me.. I’m happy with the brands I am using right now.

Yan Lin: I don’t use it because I have sensitive skin.

 

Moderator: Any other reasons you all can think of? … No? How about.. have you all considered using SK-II then?

 

Xiang Yi + Chris: Nope

Gelin: Not really too.. satisfied with my current brand portfolio

Joan: Nope.. no money

Siew Lan: Yeah but I think I need more reviews or recommendations to like “motivate” me to try. But I will finish the new products I but first before perhaps trying a new one.

Yan Lin: For me, nope because I am satisfied with my current brands and I dare not risk and try because of my sensitive skin. In addition, the price range is out of what I can afford for skin care products

 

Moderator: Ok.. so talking about price.. what’s the price range of your current portfolio? Anybody want to share?

 

Gelin: My cleanser is about $30, moisturizer $60 to $70, Hydration lotion  $30, Sun block about $20.

Siew Lan: Um.. my cleanser about $60? Toner about $80? Moisturizer more expensive, around $100.

Yan Lin: I use Bio-essence and Biore which is around $20 plus.

Joan: Mine is about $150 to $300 which includes the whole set. My regime items and pimple cream.

Chris: My moisturizer and night cream is about $100.

 

Moderator: Alright great! So in that case.. what will definitely get you started to use SK-II products? Xiang Yi?

 

Xiang Yi: If the so-called “benefits” are demonstrated and the prices are more affordable. I would say it is not for the young people.

Gelin: I would say nothing at the moment unless there is really raving reviews from people that you know.

 

Moderator: What about the rest? Yan Lin and Chris?

 

Yan Lin: Um.. unless it is cheaper and my skin will now show reaction to the product

Chris: Probably a complete set of skincare products for trial and good results.

 

Moderator: Ok great! We are nearing the end of our discussion! Now.. let’s say SK-II is an animal, what kind of animal will be it? Anyone can just say and maybe explain a bit on why?

 

Gelin: I think it’s like a crocodile! Because it’s exotic and expensive.. or just any animal that is exotic!

Xiang Yi: I think it’s like a penguin because penguins have really smooth skin, which is what I would expect from SK-II users.

Chris: It just feels like a flamingo to me.

Joan: Cheetah because it is cool and elegant? Like the king of the king feel.

Siew Lan: I don’t know leh.. maybe like a white horse?

 

Moderator: Alright.. what about a person? If SK-II is a person, what kind of personality will he or she have?

 

Siew Lan: An elegant lady who smiles warmly. Very welcoming and likes to chat with people? but not overly friendly. Very gracious too.

Yan Lin: A gentle and caring woman with long hair and an office job?

Xiang Yi: I would think a tai-tai. Relax and rich life.

Moderator: Alright.. very good everyone! Is there anything else anyone would like to add? … Okay! A big thank you to everyone who specially came down to help us in this discussion!