Decoding Sensitive Skin:
A 12-Country Journey to Understanding Global Variations and Consumer Insights

A large company specialised in dermatological treatments and skin care products.

The client wanted to gain a deep foundational understanding of the causes and effects of skin sensitivity at both a global and regional level. They were looking to understand how it affects consumers (attitudes, affected areas, etc.) and what factors might impact it, including triggers, treatments, ethnicity, and other demographics, as well as how it differs in a number of key markets across Europe, Asia, North & South America, and Africa.

We developed an extensive, bespoke, quantitative survey that was conducted online amongst a nationally representative sample of 16,000 respondents, aged 18 to 75. Whilst the majority of the questionnaire was consistent, market-specific nuances were also accommodated. The findings, with overall summaries and conclusions, were then provided in an interactive dashboard, with advanced functionalities allowing users to interrogate the results further. The findings were presented to the client markets over a series of sessions, focusing on different clusters of markets for client convenience.

This project provided deep foundational knowledge about skin and the causes and impact of skin sensitivity, and has also been used to inform future direction for innovation for the company. This research was also featured in academic circles at conferences, in white papers and used to confirm hypotheses on skin sensitivity with clinical data.

As a result of this study, two further in-depth foundational studies have been conducted for the same client.