Premium Skincare Buyers (Japan & South Korea)

What the client needed

Two hundred women (25–49) in Japan and South Korea who buy premium skincare: routines, ingredient awareness, and reaction to new concepts.

Why it was hard

Two of the world's most demanding beauty markets, distinct beauty cultures, local-language surveys, concept-test cells — in 10 field days.

How we ran it

• Locally built questionnaires: Separate Japanese and Korean instruments with in-market beauty researchers.
• Spend-based screening: Premium defined by actual spend, keeping aspirational buyers out of the base.
• Monadic concept cells: Clean launch-readiness reads per concept.
• Tighter QC: Speeder and straight-lining thresholds set for detail-oriented respondents.

Results

Target: women 25–49, premium skincare buyers, Japan & Korea.

Completes: 200 (100/100). Incidence: 24%. LOI: 18 minutes. Field: 10 days.

Strong verbatims, validated positioning, and a concept ranking the client used to sequence launch markets.