Before designing a bar of soap aimed at 51-60 year old females, I decided to conduct a focus group to get a better understanding of their opinions of soap. Because I don’t fit into this category myself I felt it was important to understand what would appeal to them and equally put them off purchasing it.
How much do they usually spend on soap?
Usually they will either go all out and buy a luxury, good quality soap or they will buy a supermarket own brand. It seemed quite clear that they don’t buy middle of the range products, they don’t see the point as the cheaper products are just as good as middle range brands such as Dove.
What are their opinions of bars of soap?
Bars of soap got quite a negative review from them. They prefer soap that comes in a bottled dispenser as it is easier to use, looks nicer, and is more practical. One respondent stated how dispensers were a lot better because they are easier to pick up and move when cleaning the bathroom and easier to pack when going away.
Another lady stated how dispensers are better to use with children around because bars of soap are slippery and harder to handle. However she also added that if she was buying a luxury soap as a treat for herself it wouldn’t be allowed near the children.
Interestingly, one point was made about how bars of soap used to be the only form of washing. When bodywash was invented it was a new and better alternative, leaving soap as the outdated and old fashioned option. Since then soap has improved a lot but this memory and preconception of soap has remained amongst the focus group.
What do they do to care for their skin?
Whilst the respondents agreed that they occasionally moisturised or took extra care of their skin. They stated that they didn’t spend much time on applying a range of specialty products onto their skin as they didn’t have the time or couldn’t be bothered.
What type of soap do they prefer to buy?
They all agreed that they are more likely to buy soap if it is handmade or organic; I got the impression that they prefer to avoid bigger brands if possible. They like to support smaller businesses and independent shops, and have the financial capabilities to do so. This suggests that the final product should promote organic ingredients.
What main quality do they want from a soap product?
The main quality that they want is for it to be moisturizing and good for their skin. One respondent stated that the reason she doesn’t use bars of soap is because of the way it leaves her skin feeling dry.
It was clear that the soap needs to be beneficial to their skin and the packaging needs to clearly show that the product will make their skin softer than before. If the product can leave them feeling good about their skin, even making them feel younger and revitalized it will have a positive impact on their self-image and make them more likely to repurchase.
What tone of voice to do they react best towards?
The tone of voice should be friendly and personal. They all agreed that they form a stronger bond with packaging, and prefer products, that show personality and character. One respondent mentioned Innocent Smoothies as an example, whilst they aim at a different audience, their tone of voice is friendly and approachable making the brand stand out from competitors. Another respondent said that the use of humour and tongue in cheek language stands out to them and makes the brand memorable.
Suggestions for the design
They quite liked the idea of a long thin bottle; the slender design would subconsciously relate to their aspirational physique of being tall, slim, and elegant.
A cut through from the box showing the product would be favoured so that they could see what they are buying.
They agreed that the name should be natural in order to relate to the natural ingredients used in the soap. They suggested that French name would imbue a feeling of luxury, and to research into constellations, trees, gemstones and other natural beauties.
How this will shape the design
I found the focus group extremely useful, it has given me a new perspective and a better understanding from their point of view. I now have a clearer idea about what sort of product would appeal to them.
• Dispenser over a bar of soap - easier, slicker, more elegant than a bar of soap
• Natural - ingredients and design
• Will not buy middle of the range products - it needs to be a luxury product. The design should imbue luxury, i.e white, nice stock, silver detailing, rich colours
• Package should be tall and slender - resembling a sophisticated and elegant body image
• Handmade and organic products are preferred. They like to avoid brands
• It must be good for the skin - moisturising and other main benefits should be explicit
• Tone of voice should be friendly but formal
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