This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

MWV's Recent Study Of Facial Skincare Uncovers The Role Of Packaging In The Sensorial And Emotional Experience Of Consumer Skincare Rituals Around The World. (Photo: Business Wire)

Stocks in this article: MWV

MeadWestvaco Corporation (NYSE:  MWV), a global leader in packaging and packaging solutions, today released findings from its new Skincare Research & Insights Study. The study explores the five-step ritual that grounds consumer facial skincare routines, and shows that product packaging enhances the sensorial experience of each step. MWV initiated the qualitative study to deepen its understanding of the role of packaging in the skincare category across international markets.

MWV's recent study of facial skincare uncovers the role of packaging in the sensorial and emotional  ...

MWV's recent study of facial skincare uncovers the role of packaging in the sensorial and emotional experience of consumer skincare rituals around the world. (Photo: Business Wire)

MWV researchers conducted 23 in-depth ethnographies and 16 two-hour focus groups with a total of 120 participants across Brazil, China, France, South Korea, the United Kingdom and the United States. The study revealed that skincare consumers do not identify themselves or products by price point (mass, masstige, prestige) but by the sensorial experience of the five-step ritual: Cleanse, Moisturize & Hydrate, Renew & Brighten, Protect, and Beauty Base. Each step evokes a specific experience, and those brand perceptions and feelings can be influenced by the packaging.

  1. Cleanse: This phase is characterized by feeling refreshed and cared for. A positive experience is fostered through packaging that can be operated with one hand, dispense the proper amount of product and prevent spills.
  2. Moisturize & Hydrate: This step is characterized by a feeling of pampering and indulgence. Women expect their products to be hygienic and backed with scientific assurance. Consumers are also looking for controlled dispensing and ease of storage.
  3. Renew & Brighten: This step is most commonly associated with anti-aging measures or whitening products. The experience is perceived to be luxurious and effective. Products for this step are expected to limit waste by allowing the consumer to use the last drop, control dispensing and have scientific efficacy.
  4. Protect: This is most common with women who live in areas of high sun exposure such as Brazil, and is often repeated throughout the day. This step is an important measure in hydrating and preventing sun damage. Products that serve this step should have a one handed operation, easy and controlled dispensing, and be portable for easy reapplication.
  5. Beauty Base: Women use foundations or BB/CC creams that provide an easy, protective and clean experience. Packaging should be clean and hygienic—especially in preventing residue buildup—and preferably portable and secure.

“At MWV, we study the way consumers interact with packaging the way our customers study their preferences for what’s inside,” said Kristy Hooper, global marketing manager, Skincare and Cosmetics, MWV. “Through our skincare insights study, we discovered how deeply ingrained the skincare ritual is across the globe. Understanding the role of packaging in that sensorial and emotional experience is fundamental to how we innovate.”

1 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Jim Cramer and Stephanie Link reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

Jim Cramer's protégé, David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
Try it NOW
Try it NOW
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

Jim Cramer's protégé, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 17,164.95 -251.90 -1.45%
S&P 500 1,994.99 -26.26 -1.30%
NASDAQ 4,635.24 -48.1670 -1.03%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs