User Research: Fragrances and Young Generation
Meiyume, a member of the FUNG GROUP, are the creators and innovators providing solutions in colour cosmetics, fragrance, skincare, haircare, and oral care for world-class brands, retailers and direct marketers. This project aimed to investigate the young generation in China as users or potential users of the fragrances. The goal was to understand the persona, motivation, consuming behavior, current dynamic, and future trends of the fragrances in the young generation. The students’ team employed a combination of quantitative and qualitative research methods to collect and analyze data, resulting in over 400 responses, including 360 from Gen Z respondents. Notably, 80% of the Gen Z participants had purchased or used fragrance products. Through storytelling interviews with 20 students, the team developed four distinct persona types. The findings revealed that Chinese Gen Z population favors natural, practical, and unique packaging, while emphasizing their desire for individuality and social recognition. The study provided strategic business directions for Meiyume and delivered an insightful report on the future fragrance market for all beauty companies.
Members:
Hongruo Wang (Leader, Class of 2023)
Ruochen Zhang (Class of 2024)
Zixuan Pei (Class of 2025)
Lingyun Feng (Class of 2025)
Yixin Gou (Class of 2025)