The impact of sensory characteristics of facial care on consumer preferences: A comparative study between France and Singapore by Syres

 

Methodology: Syres conducted an in-depth survey with a representative sample of their panel, consisting of more than 2,600 women aged 18 to 80 who are regular users of facial care. The sample includes participants in France (phototypes representative of the population) and Singapore (Asian women).

Objective: The main objective of this study is to identify the sensory characteristics of facial care that are most appreciated by consumers and to analyze the influence of these preferences on their purchasing decisions, their perception of brands and their emotions. The study also explores the impact of cultural, climatic and geographical differences between France and Singapore on these sensory expectations.

Results: Consumers indicated the sensory aspects influencing their choice of facial care. The results reveal statistically significant differences between France and Singapore. Regarding fragrance, women in Singapore prefer a natural/non-chemical (52%) or neutral/absent (44%) fragrance, while in France, they prefer a pleasant (45%) and fresh (39%) fragrance In terms of texture, in France, a pleasant texture (34% compared to 19% in Singapore) and creamy texture (31% compared to 7%) is preferred. In Singapore, consumers prefer a light texture (61% compared to 30% in France) and non-greasy texture (68% compared to 47%). As far as the sensation on application is concerned, in Singapore, rapid absorption (53% compared to 38% in France) and the absence of sticky film (62% compared to 55%) and greasy film (47% compared to 41%) are preferred. In France, the feeling of comfort (40% compared to 24%) and a pleasant application (21% compared to 8%) are the most important criteria.

When Syres asked if these criteria influenced their purchase decision, 99% of French consumers answered positively, compared to 91% of Singaporean women. Sensory aspects also influence trust in the product and the brand: 34% of French women say that these elements have a strong impact on their experience, compared to 29% of Singaporean women. Many consumers have already stopped using a product due to a negative sensory experience. Finally, the study reveals a distinct emotional impact depending on the region: in Singapore, a facial treatment mainly provides a feeling of freshness and energy (36%). In France, it is perceived more as a moment of relaxation and well-being (52%).

Conclusion: This study highlights the influence of sensory aspects of facial care on consumers’ purchasing decisions in France and Singapore. Although efficacy remains a priority criterion, fragrance and texture play a key role in product perception and brand trust. Sensory expectations vary according to the cultural and climatic context: in Singapore, a light texture and fast absorption are preferred, while in France, a creamy texture and a feeling of comfort are sought. Finally, these sensory elements also impact the emotional state of consumers, influencing their feelings and their overall experience of the product.

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CONTACT

Severine Freyssinet – Director of Analysis – SYRES
TEL: +33 1 30 79 92 46

severine.freyssinet@syres.fr
https://www.syres.fr/

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