Mining personal grooming routine data

It’s 7 a.m.; do you know where your customers are? According to a report on global beauty routines conducted by analytics company RealityMine, that’s the peak time for personal grooming.

(To view the full Category Review, click here.)



And that’s not all consumers are doing. Activities in conjunction with personal grooming in most countries include relaxing, eating a meal and accomplishing household chores. Consumers also are multi-tasking by watching TV or checking mobile devices. While most people across the globe — 80% — are on their own during their beauty routine, people in Mexico like to use products together.



RealityMine gleaned its results from a comprehensive analysis of beauty routines using panelists from the United States, Australia, France, Mexico and Russia. The findings yielded relevant information for marketers and retailers trying to understand how to maximize efforts to reach consumers around the world. With Euromonitor reporting that men spend an average of 28 minutes per day on beauty routines, and women 42 minutes, it is crucial to understand the context of when and how they do it, suggested Alice Sylvester, chief growth officer at RealityMine.



“We think understanding the element of timing is one of the most important facts a marketer can use today,” she added. And it isn’t just when they are undergoing their rituals, but also the mindset they are in. The information can be used for effective marketing messages. “People like to see themselves in communications,” she said. And with many companies expanding internationally, the data helps illuminate cultural nuances.



There’s good news for beauty companies. Based on the data, people of all nations have mostly positive emotions when engaged in grooming. Digging deeper into data, moods slump later in the day. That could be a good time for a beauty company to “own” that time by delivering an uplifting thought or suggestion to elevate the mood — anything from recommending reapplying lip color to freshening up perfume.



It isn’t a one size fits all world, noted Sylvester, who said understanding different habits can help companies target for each country.