Distribution of manicure accessories

Last year, the research agency BCGroup assessed the popularity of brands of manicure and makeup accessories.

The purpose of the study was to assess the strength of the brand in comparison with competitors in several regions. The company that ordered the research is a distributor of products and reports to the foreign manufacturer on the effectiveness of marketing activities.

Tasks that were set for the study:

• assessment of brand awareness: top-of-mind, spontaneous and induced awareness;
• assessment of the visibility of an advertising campaign (measurement of recognition indicators before and after advertising);
• determining the level of brand loyalty.

An online survey was used as a method of collecting information. The survey involved residents of several regions of Russia aged 18 to 50 years who had purchased accessories for manicure or makeup over the past 3 months.

It is worth noting that when conducting short-term advertising campaigns, the level of induced fame (recognition with a hint) increases and remains at an elevated level for 1-2 months after the end of the advertising campaign, after which it often returns to previous values.

For privacy reasons, we cannot provide specific brands and numbers.