Loyalty Program Research
BUILDING LOYALTY IN THE BEAUTY INDUSTRY
Objective
To develop loyalty programs for skin care products, brands must first understand the emotional drivers of loyalty and consumers’ motivations and needs related to loyalty programs. Why does one choose a certain program over another? What is out there that works well for consumers? How do programs make people feel? And what visual components make a program seem desirable?
Methodology
Holding one-on-one interviews and focus groups in Taipei, Taiwan, we asked consumers to describe their favorite existing loyalty programs, create the ideal loyalty program, complete several emote exercises and provide feedback on verbal and visual stimuli. Participants also focused on describing their journey with their current cosmetic brand.
Outcome
Diving deep into consumers’ emotions regarding loyalty, we gained insight into the current emotional drivers of loyalty as well as those that have the most potential to drive loyalty in the future. Estée Lauder used this research to develop loyalty program offerings for La Mer that generate greater emotional connections with consumers, garner brand allegiance, and inform current marketing and messaging tactics.