Marketing&Telematica

Cosmetics and toiletries shops are surely the most investigated trade channels by M&T. In recent years our Company has interviewed each single operator (owner of a salon, a shop, an istitute) at least seven times.

We have been conducting research and studies on the hairstylist trade for over 18 years.

The distribution channel is periodically censused through the Micro Marketing Analysis System and it is analyzed regularly via the profiles of some 64,000 operators. The computer card of each sales outlet includes the following information:
	main characters
	classification of the service (men's, women's, unisex, barber); number of operators (and how many of these are apprentices), number of display windows, area of the shop (sq.m.);
	on job informations
	work by appointment; business trend (growing /stable /decreasing ); whether belonging to a chain, buying association, franchise, club; location in a mall
	commercials informations
	brands carried - spontaneous declaration per colour (dyes and riflessanti), perms, treatments, styling; checking advertisements for the major brands; segmented by dyes, riflessanti, treatments; sales for home use: quantity (number of pieces); most sold products; most sold brands; channel of purchase (manufacturer, distributor, wholesaler)
	other informations
	means used for professional development / keeping up-to-date, e-mail address, web site, year established, year salon last reorganised

References: Aedita, Aveda, Corani & Partners, Davines, Emsibeth, Eugene Perma, Farmaca International, Framesi, Goldwell, Kadus, Kemon, Kepro, Lisap, L'Oréal, Medavita, Schwarzkopf, The Colomer Group, Tocco Magico, Wella

Over the years, we have carried out numerous qualitative and quantitative ad hoc research projects and surveys, at different levels of breadth and depth. We have carried them out, for example, by telephone surveys to evaluate the suppliers' services, or to gather information concerning new product launches onto the professional market.

For almost ten years we have processed sales data on a monthly basis for the top twelve firms of the sector . The data, gathered from individual sales outlets, are analysed by product group, and give reliable trends of the professional market.

References: Alfa Parf, Davines, Eugene Perma, Framesi, Kadus, Kemon, Lisap, L'Oréal, Schwarzkopf, The Colomer Group, Tocco Magico, Wella

These are Inbound telephone services for beauty product consumers, who can obtain advice and product information from our specialist operators. Users normally access these services through toll free numbers published in media campaigns and on product packaging. The services offered enable us to collect information on an important Heavy Users Group, and to make up an essential database for follow up with B2C marketing.

Our direct marketing and telemarketing campaigns often target professional operators, selected from the MMAS database. We have long experience in this field, with projects carried out for: acquiring new clients; canvassing buyers during the launch of new products; attracting attendees of conventions; informing about and encouraging participation at product demonstrations.

Carried out in collaboration with UNIPRO, the industry's trade association, the last (2002) edition of the National Census of Herbalists identified about 3,500 active businesses.

The information gathered during our interviews of each outlet has enabled the segmenting of this distribution channel according to data gathered on outlet size, products carried, etc, with a focus on the beauty treatment department.

In recent years, UNIPRO has furthermore also commissioned some ad hoc research projects, that have provided deeper insights into the relationship between the herbalist trade and related sectors, such as perfumeries and pharmacies /chemists. This research was presented at a meeting promoted by UNIPRO, and published by the “Erboristeria Domani” magazine.

Carried out in collaboration with UNIPRO (the Beauty Industry Association), the latest edition (2002) of the National Census of Beauty Salons identified about 15,700 businesses.

The information gathered during the interviews in each outlet enabled the segmentation of the channel according to size of outlet and services given.
	main characters
	name of owner or manager; location of salon (main /secondary street, urban zone); size of outlet: number of cabins, area of beauty parlour (sq.m.), number of employees (number of beauticians, general perators, medical staff)
	on job informations
	types of treatment: body treatments, massages, face cleaning, make-up, manicure, chiropody, pedicure, UVA lamps, electro-stimulation, hair removal, sauna, hydro-massage, other; number of weekly beauty treatments sub-divided into: face treatments (cleaning, makeup, other); body treatments (massages, hair-removal, manicure /pedicure, tanning, sauna, other), and equipment used; whether belonging to a chain
	commercials informations
	product brands used for: face treatments, body treatments; business trend vs. previous year (increasing / stable / decreasing); source of purchases (manufacturer /concessionaire /wholesaler); sale of maintenance products for home use (type /brand /frequency of invoicing)
	other informations
	e-mail address, web site

As for the other sectors, we also have a detailed MMAS Database for Perfumeries, with a profile for each of 7,000 selected perfumery businesses. These are updated every four months by interviewing the operators in the sector.

The profile sheet for each business typically contains the following information:
	main characters
	number of workers; area of premises; number of display windows; availability of sunbed /massage cabins
	on job informations
	whether belonging to a chain /purchasing group /franchise, and related POP materials; services offered; outlet location in a mall
	commercials informations
	business trend vs previous year (increasing /stable /decreasing); sales of product groups, as percentage of total; brands for which outlet is authorised dealer; sales by brand for: Perfumes, Cosmetics, Make up, Toiletries, Hair products; purchase channel: Manufacturer /Wholesaler /Both
	other informations
	e-mail address, web site

References: Biopoint, Bulgari, Elisabeth Arden, Estee Lauder, Eurocosmesi, Lancome, L'Oreal Parfumerie, Yves Saint Laurent.