How to Shape Future Health and Beauty Shopping: Co-Research Before Co-Marketing

Andreas Onnen and Marion Tamme

Procter & Gamble is widely seen as cutting edge in how well we understand consumer and market dynamics and how we bring this knowledge to our retail partners.

How to Shape Future Health and Beauty Shopping: Co-Research Before Co-Marketing

Andreas Onnen

Marion Tamme

INTRODUCTION

“I love shopping at my local drugstore!” Not only for this respondent does shopping in drugstores play an emotional role, but two-thirds of German consumers would agree. They love their drugstore as there they may simply pick up their regular household products, or with more time at their disposal they may browse, try out and discover novelties in the cosmetics section. Pressured by their conscience for a healthier living they may stock up on a selection of organic foods and beverages, or add various...

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