Opportunity: Consumers who need waterproof mascara waste many tubes of the product because they have no efficient way of removing the product after use.
The Who: People who need to wear waterproof mascara
The What: They are forced to waste money on waterproof mascara when they end up wasting almost a whole tube.
The Why: They need the waterproof product for a specific event, but then are stuck with the rest of the tube afterwards.
Testing the Who:
People who need to use waterproof mascara but do not want to buy a whole tube when they know they will never wear it again before it expires.
Testing the What:
Mascara is a slightly expensive product, especially for customers on a budget, and when consumers are forced to buy waterproof for one occasion- such as a wedding or funeral, they end up wasting the rest of the tube.
Testing the Why:
Customers do not want to waste their money on full tubes of waterproof mascara- they need a product that won’t waste their hard-earned money.
Hypothetical Consumers:
Emily Eshelman, Rebekah Trott, Ilene Brown, Gena Schroeder, Erin Smith
Summary:
After interviewing these potential customers and discussing their use of waterproof products out on the market, I found that there is a good chance that this opportunity does exist. These consumers all expressed that some time or another they have needed to purchase a tube of waterproof mascara. They all had various reasons, whether it be for a wedding, funeral, or even by mistake. But each of them also expressed how rarely they use the waterproof product. One said it was because of how difficult it is to get off after using. Another expressed how she just prefers her regular mascara more. Reasons aside, it was clear to me that these women at one time or another had wasted her money on a tube of waterproof mascara because they did not use it before it expired. After evaluation, I do believe the opportunity is out there.
Hey Laura! I can relate to your customers who feel like waterproof mascara is too heavy-duty for regular occasions and also a pain to try removing at night, so people should be allowed to chose when their makeup is waterproof or not. I also totally agree with the notion that buying a whole entire tube with such a short ‘life expectancy’ is really a bummer for someone such as myself who doesn’t use it very often at all.
ReplyDeleteHi Laura.
ReplyDeleteI have never bought waterproof mascara, but I'll offer some thoughts anyway. One thing I'm confused about is whether you're planning waterproof mascara that comes in a single use, smaller container or if you plan to create waterproof mascara that is easier to remove. I'm sure that you'll clarify later, but that was unclear to me. Another thought is that in the same market, if someone were to create a product that makes it easy to remove waterproof mascara, it would make it much more viable for consumers to buy large tubes. Therefore, if someone were to be in the waterproof mascara business, they would increase their sales by also selling mascara remover.