For our client PMR—one of the largest manufacturers and distributors of professional cosmetics in Poland, under the Fale Loki Koki brand—we conducted a comprehensive analysis of the professional face and body cosmetics market, with a particular focus on the competition and the growth potential of new segments.

Project Objectives

The client initiated a collaboration with PMR to explore the possibility of entering a new market. The main objective of the project was to analyze the opportunities and risks associated with this decision, as well as to identify key market segments and product groups with the greatest potential. As a result, Fale Loki Koki was able to make informed and strategic decisions regarding the development of its product offering and the building of a competitive advantage in the dynamic beauty sector.

Project Details

The project was carried out using several advanced research techniques that provided a comprehensive picture of the market:

• Competitive Analysis Module (Desk Research): We conducted a detailed analysis of over 70 websites and social media profiles of professional cosmetics brands. Additionally, to verify the data, we used the Mystery Client technique, which allowed us to obtain reliable information about our competitors’ market practices.
• B2B Research Module: We conducted a CATI survey of a sample of 300 beauty salons, which enabled us to identify the main product categories, purchasing factors, and sources of information about suppliers.
• B2C Research Module: 1,000 individual customers participated in the CAWI survey. The goal of this part was to determine what percentage of adult Poles purchase professional face and body care products and to identify their purchasing preferences

Project Results

The client received a comprehensive report that included:

• A description of market segments, broken down by player size and the potential of each segment.
• Detailed analyses of the offerings, activities, and brand image of key competitors.
• An analysis of pricing policy in the professional cosmetics segment and its retail resale.
• Identification of trends related to the use of professional cosmetics in salons and models of collaboration between brands and salons.
• A detailed analysis of the opportunities and risks associated with launching a new brand on the market.

What benefits did the PMR project bring?

• Understanding the market structure and the position of competitors, which enabled better planning of development activities.
• Identification of the most promising segments and product groups, which made it possible to focus investments and marketing efforts.
• Gaining an understanding of the expectations of beauty salons and individual customers, which helped us better tailor our offerings and communication.
• Building a competitive advantage by leveraging the latest market trends and business practices

Project Summary

PMR’s analysis of the professional face and body cosmetics market provided a solid foundation for Fale Loki Koki’s strategic decision-making. Thanks to a comprehensive research approach and reliable recommendations, the client gained the tools needed for dynamic growth and to build a strong position in the beauty market.

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