Millennial Beauty, Cosmetics And Personal Care
At Sylvestre & Co. we pride ourselves on being interpreters and relators of culture. For a project on millennial attitudes towards beauty, cosmetics, and personal care in Canada, we helped our clients step out of their own attitudes, preferences and expectations of beauty. Seeing past our own biases is key to true meaningful understanding!
Through a combination of in-house ethnographic studies and self-ethnographic studies in Ontario and Quebec, we elicited rich photographic responses alongside deep reflections on personal care behaviours and regimes. The pictorial and text-based responses allowed us and our clients to see directly into the lives and minds of Canadian women.
In exploring the ‘two solitudes’ of our participants, we highlighted attitudinal and behavioural differences that were rooted in the unique cultures of Quebec and rest of Canada. We used the power of compare and contrast to provide crystal clear and digestible insights.
Armed with this engaging and concrete intel, our clients were able to create market-tailored strategies to improve their financial performance in the beauty sector across Canada.
