The PIAS Group:
Online Market Research

The PIAS Group, based in Osaka, Japan, is a major producer of high-quality cosmetics. They produce and sell cosmetics and medical products, as well as operate directly owned esthetic salons and shops.

Market Assessment for U.S. Product Launch

Upon deciding to expand its product offering into the United States of America, the PIAS Group contracted with Market Reader Pro® for online market research to help them determine how to best launch their cosmetics product into the U.S. market.

Using Online Surveys for Primary Consumer Market Research

Drawing on our extensive experience with consumer research and market assessment of new products and services, we built and launched a primary, direct-to-consumer insight study to find out the following information:

• Overview of general cosmetics usage in the U.S.
• Needs and dissatisfaction related to current cosmetics products.
• Purchase habits, by demographic categories.
• Perception and image of Japanese cosmetics.
• Knowledge of cosmetics and how consumers get it.

Market Reader Pro® utilized its own set of survey building tools to create this study.  We recruited a nationally representative sample of participants through our own panel and through an online advertising campaign.  Our data collection and reporting tools provided the PIAS Group with timely, valuable study results.

Online Market Research Results Aid in Successful Product Launch

With the results of the research study conducted by Market Reader Pro®, the PIAS Group successfully launched their cosmetics product, Fiberwig, which is now sold at Sephora, a leading retail beauty chain. A notable achievement for the PIAS Group, Fiberwig cosmetics was recently awarded the Glam Editors’ Pick in the Glam.com’s Beauty Awards for 2007. Due to the effectiveness of our market research for the PIAS Group, we are now working on online ad testing, product promotion, and sample distribution for this product. Their Marketing Director for the U.S. is also having us conduct market research for upcoming U.S. product releases. And, we are building a survey on their Web site to collect consumer insight. We look forward to continuing our work with the PIAS Group to help them expand their reach in the U.S. cosmetics market.