How to build a hair removal device brand with a data-driven approach

Build a data-driven hair removal device brand

Hair removal devices are currently a fiercely competitive product on the market, with serious homogenization. They are mainly available in white and pink, and their users are mainly female. Using hair removal devices as an example, we explain our consultation service “Data-Driven Brand Foundation Building” which is to build a competitive new brand of hair removal devices. “Data-Driven Brand Foundation Building” is divided into three stages: Due to limited space, this article only shows some of the data for the hair removal device case. If you want to know the complete data and analysis process

Based on the description of the product itself and the description of the user’s use of the product, we designed three key directions in two directions:

Based on the designed 3 key directions, our self-developed big data system DataEvil conducts global data crawling, and then generates multiple dimensions of user attribute labels based on AI models, which are reviewed by a professional analyst team in later stages.

The following figure is the data overview of the hair removal device in the DataEvil system:

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1. Total global data volume: 146,625 articles

2. Data source

• Articles indexed by Google

• Related literature

• Related blogs

• Related forums

• User reviews on e-commerce platforms (amazon/bestbuy, etc.)

• Third-party user evaluation community (quora/reddit, etc.)

• Main social media channels (Facebook/Instagram/Youtube/TikTok, etc.)

3. Total number of attribute labels generated based on the DataEvil system AI model: 2,262,319 4. Dimensions and number of tags generated by the AI model

The label dimensions for each product are different, which is determined by our domain model. Each product will generate at least 8 dimensions of labels, and there will always be demographic labels.

Note: Crowd tags are attributes used to describe a user’s profession, interests, beliefs, and ideologies.

The following image is a list of the main attribute tags compiled by our analyst team. There are a total of 10 dimensions, including: crowd tags, crowd demand, body parts (areas where hair removal machines are used), countries/regions, usage season, skin type, related products, related scenes, related behaviors, and age groups.

5. Crowd Map Drawing

Based on the attribute tags, we draw a complete crowd map of the hair removal machine.

There are two main categories of people who use hair removal machines: personal use and guiding others to use. Among them, personal use is further divided into: work requirements, solving disease problems, and personal hobbies.

6. Display of crowd tag data scores We use six sets of “scores” to quantitatively measure the scale, necessity, competition, and opportunities for new brands to enter each crowd in this category. Due to space limitations, we display only some of the “score” data for certain crowds: Note: 1) Overall category demand score: The overall demand level of the crowd for the researched product keywords. 2) Overall category market score: The weight of the crowd’s market size for the researched product keywords overall. 3) Overall category market entry opportunity score: The difficulty level for the crowd to enter the market for the researched product keywords overall.

We have selected 10 specific crowds to share, and readers can understand the granularity of our system for defining precise target users. These 10 crowds include: cycling enthusiasts, swimming enthusiasts, marathon enthusiasts, bodybuilders, wrestlers, bisexuals, ballet dancers, pole dancers, polycystic ovary syndrome patients, and dermatologists.

1. Cycling Enthusiasts

In North America, cycling enthusiasts are those who ride for sport or competition purposes rather than for commuting, and are referred to as “Cyclists” in English. This includes professional cyclists who participate in races as a career, some of whom are part of professional teams, as well as others who ride for leisure, fitness, or outdoor activities. They have a need for hair removal: 1) to increase racing speed, leg hair can increase cycling resistance and affect performance; 2) cyclists are particularly concerned with removing hair from their groin area because friction from hair can cause abrasions while cycling; 3) smooth legs are a part of cycling aesthetics and a sign of professional cycling. If you show up to the “Tour de France” with hairy legs, you’ll be criticized by the professional cycling community and seen as unprofessional.

2. Swimming Enthusiasts

There are several important reasons why professional swimmers choose to remove all body hair: 1) removing body hair reduces resistance. Professional swimmers need to be as fast as possible and eliminate any resistance, such as body hair, giving them a competitive edge. 2) removing body hair can make them feel more energized. Many professional swimmers say that removing body hair before a competition greatly enhances their mental toughness. 3) removing body hair can improve performance and endurance. Studies have shown that professional swimmers who remove all body hair have reduced blood lactate, increased V02, and increased stroke length compared to those who do not remove hair.

3. Marathon Enthusiasts

Marathons are a relatively popular sport in the United States. According to the 2019 global marathon data, approximately 5.5 million people participated in marathons in the United States, including about 2 million in full marathons, 1.8 million in half marathons, 1.2 million in 10K races, and 500,000 in 5K races.

Their demand for hair removal devices: 1) to reduce skin irritation. Professional running clothing is very tight. With smoother skin, it is easier to wear high-performance sportswear without an additional layer between the skin and fabric causing discomfort. 2) Can prevent hair from growing inward and rubbing. Smooth skin has aerodynamic advantages, and athletes can save a few seconds by shaving or removing hair during the competition. 3) In case of injury, it is easier to approach the wound and keep it clean on hairless skin. It is also easier to use bandages or compression socks. 4) The body can cool down quickly because the body’s heat is not trapped by extra hair. 5) It is easier to massage, and lotion or oil can be easily applied to hairless skin.

4. Bodybuilders

Smooth, hairless skin is a must-have for every bodybuilder. Whether participating in competitions or recreational bodybuilding, removing excess body hair will help bodybuilders highlight the muscle tension and contour they have worked hard to achieve.

5. Wrestlers

The demand for hair removal devices for wrestlers: 1) Hair can cause friction and irritation during impact. 2) Wrestlers need to have as smooth skin as possible to prevent opponents from grabbing onto their hair, which can be very painful.

6. Bisexual

Bisexual, lesbian, gay, and transgender individuals (male to female) commonly use laser hair removal for gender confirmation. It also meets the aesthetic and preferences of many bisexual individuals.

7. Ballet dancers Due to aesthetic needs, ballet costumes require tight stockings, which require leg hair removal, as well as exposed arms and armpit hair.

8. Pole dancers Pole dancers need their skin to grip the pole, and hair can make the body slip on the pole. In addition, the aesthetic demand for smooth skin makes pole dancers more confident.

9. Polycystic ovary syndrome (PCOS) Women with PCOS have hormonal imbalances that cause abnormal hair growth, and this disease cannot be cured, requiring lifelong hair removal.

10. Dermatologists Some patients with skin diseases (such as hair inversion, strawberry legs, etc.) need to seek professional dermatologists for hair removal treatment.

Among the 87 population tags, we selected 60 populations for in-depth data analysis (excluding populations that the client did not want to analyze, such as bisexual individuals in the LGBTQ population). In the second stage of data analysis, the scores of the nine dimensions of population demand and product function were calculated based on all populations. In the third stage, we analyzed the scores of each dimension of the 60 preferred populations (the data of each population corresponds to the remaining nine dimensions one-to-one), to better understand the differences in demand for each population. Taking cycling enthusiasts as an example, let’s experience the deep user data profile.

1. Overview of Data Analysis of Cycling Crowd

1) Crowd Definition: In North America, cycling enthusiasts are those who ride for the purpose of sports and competitions rather than commuting, and are called Cyclists in English. This includes professional cycling athletes who participate in competitions as a profession, some of whom play for professional teams; as well as other groups of people who ride for hobbies, fitness, or outdoor activities. 2) Crowd Size: There are 51.4 million cycling enthusiasts in the United States, of which 71.6% are male and 28.4% are female. And 65% are white, 19% are from Latin and Spanish descent. 3) Consumer Level: The average price of a beginner’s bicycle is $100-$500, and the price range of high-quality road bikes is $1,000-$2,500. 4) Crowd Needs: In order to improve speed in competitions.

5) Product Functionality: They tend to choose products that emphasize safety.

6) Body Parts: The hair removal areas are mainly the legs and groin.

7) Product Colors: They prefer black, white, and silver.

8) Product Form: They prefer flat laser hair removal devices.

9) Product Wavelength: They tend to prefer long wavelengths (1064mm).

10) Product Power: They tend to prefer high power (100 joules or more).

The top 12 needs of cycling enthusiasts (a total of 126 needs) are shown in the following figure: The top 24 product preferences of cycling enthusiasts (a total of 24 product preferences) are shown in the following figure:

1. Brand Positioning 1) User Positioning: We choose the group of professional athletes and sports enthusiasts from 60 preferred groups as the user positioning of our brand, which includes 17 subgroups in performance and competitive sports.

2) Brand Positioning: Create a brand for sports enthusiasts that gives them a sense of belonging. Break away from traditional women’s beauty and body care products and enter a new arena by creating the most professional hair removal brand in the sports field. 3) Reference slogan: Smooth Skin, Smooth Performance.

2. Brand goal setting and planning

We have planned the brand positioning and marketing order for 17 segmented groups, divided into three gradients:

1) First gradient group:

• Cycling enthusiasts

2) Second gradient group:

• Swimming enthusiasts
• Wrestling enthusiasts
• Bodybuilders

3) Third gradient group:

All sports enthusiasts (17 segmented groups)

We have planned the target annual sales for the brand in each stage based on the market capacity of each group’s hair removal devices (20% of target user group market share).

3. Core user profile of the first gradient group

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