Market research isn’t just about numbers—it’s about finding the human stories hidden in the data. When Annie and I dove deep into eye care market intelligence (download the report) ahead of Cosmoprof Vegas 2025, we uncovered something that completely transformed our approach to product development and brand creation.
What started as demographic analysis became a masterclass in how the right research can lead to breakthrough creative decisions that completely transformed our approach to product development, naming and positioning.
The Numbers That Started It All
The global eye care market sits at a staggering $70.78 billion with 6.72% year-over-year growth. North America dominates at $31.6 billion, projected to reach $49.9 billion by 2030. But these macro numbers only tell part of the story.
The real insight came when we analyzed the demographic breakdown and discovered three distinct consumer segments, each with completely different needs, behaviors, and pain points:
Generation Z: The Digital Natives (Ages 13-28)
- 44% find eye health maintenance challenging despite being highly exploratory with beauty routines
- 83% make purchases based on content creator recommendations
- Primary concern: digital eye strain from excessive screen time
- Values: Clean formulations, ingredient transparency, social proof
Millennials: The Prevention Economy (Ages 29-44)
- 69% have managed vision care benefits and strong focus on anti-aging integration
- Willing to invest in premium prevention solutions
- Primary concern: early aging prevention while maintaining busy lifestyles
- Values: Professional-grade results, convenience, subscription models
Men’s Market: The Untapped Opportunity
- Market projected to grow from $17.6 billion to $37.3 billion by 2035
- 49% are spending more on quality skincare
- 45% desire multifunctional products
- Primary concern: professional appearance with minimal routine complexity
- Values: Efficiency, results-oriented formulations, no-fuss application
The Research Revelation
Most brands would look at this data and see three separate target markets requiring three distinct product lines, three different brand voices, and three fragmented marketing strategies.
But buried in the demographic details, we imagined something different: families.
What if these weren’t just market segments—they were parents, teenagers, and young adults all living under the same roof, all dealing with eye care concerns, all sharing bathroom counters and morning routines.
The Creative Breakthrough: Family as Strategy
Instead of fragmenting our approach, we asked: What if we brought these demographics together? What if we created a cohesive line that served the whole family while addressing each member’s specific needs?
This insight led to our Family Jam concept—not just a product line, but a naming strategy that would make each family member feel seen while creating a unified brand experience.
Naming Strategy: The Audio Control Metaphor
The “Jam” in Family Jam isn’t just about family bonding (though that’s part of it). It’s about the daily symphony of family life, and how each person needs different controls for their skincare routine.
We developed an audio control metaphor that would resonate across generations while addressing specific concerns:
TURN IT UP – The Energizer
Target Insight: This is for the father juggling household management, school runs, and family logistics. The dude needs instant energy restoration.
Research-Backed Formulation:
- sh-Oligopeptide-1 (EGF): Boosts skin renewal and elasticity
- Polypeptides: Support collagen production, smooth fine lines
- Lightweight gel format: Fast-absorbing, professional feel
Naming Psychology: “Turn It Up” speaks to amplifying energy and confidence. It’s direct, confident, no-frills—matching the male consumer preference for straightforward messaging while appealing to any parent who needs an energy boost.
Market Positioning: Fills the gap in male eye care while serving busy parents regardless of gender.
PRESS PAUSE – The Gentle Reset
Target Insight: Teenagers with sensitive skin need products that slow down irritation while they learn proper skincare routines.
Research-Backed Formulation:
- Deep Sea Minerals: Hydrate, remineralize, calm inflammation
- Algae Extract: Soothes sensitivity, strengthens barrier function
- Fragrance-free cream: Youth-friendly, non-irritating
Naming Psychology: “Press Pause” acknowledges the overwhelming nature of teenage life and skin changes. It suggests taking a moment to breathe, reset, and care for yourself—perfectly aligned with Gen Z’s mindfulness values.
Market Positioning: Addresses the 44% of Gen Z who find eye care challenging by offering a gentle entry point.
REWIND – The Time Machine
Target Insight: This product helps all the queens recapture that confident glow while managing careers and family responsibilities.
Research-Backed Formulation:
- GinTONIQ® botanical complex: Premium firming technology
- Diamond Powder: Light-reflecting, skin-refining luxury
- Rich cream texture: Indulgent, spa-like experience
Naming Psychology: “Rewind” taps into the powerful desire to turn back time—not to change the past, but to feel like yourself again. It’s about reclaiming confidence and radiance.
Market Positioning: Serves the millennial prevention economy while offering accessible luxury for busy parents.
The Data Behind the Creative
Each name was validated against our research findings:
Multifunctionality: 45% of male consumers want products that serve multiple purposes—Turn It Up delivers energy and professional appearance in one step.
Clean Beauty Demand: Gen Z’s focus on ingredient transparency led to Press Pause’s fragrance-free, mineral-based formulation.
Premium Prevention: Millennials’ willingness to invest in anti-aging drove Rewind’s luxury positioning with botanical complexes and diamond powder.
Family Dynamics: The audio metaphor creates natural conversation starters and shared rituals, turning individual skincare into family bonding moments.
Market Gaps We’re Filling
Our research revealed critical underserved areas:
- Mid-tier premium positioning ($15-40 range) between mass and luxury
- Digital eye strain solutions for screen-fatigued consumers
- Male consumers beyond basic grooming
- Family-focused products that don’t sacrifice individual efficacy
Family Jam’s naming strategy addresses each gap by creating products that work individually while strengthening family connections.
The Cosmoprof Test
In two weeks, we’ll present Family Jam to over 20,000 industry professionals at Cosmoprof Vegas, including major buyers from Macy’s, Ulta Beauty, and international retailers from 150+ countries.
The audio control naming convention serves a crucial business purpose: instant comprehension. Buyers can immediately understand the product hierarchy, target demographics, and positioning strategy. Turn It Up, Press Pause, Rewind—the names tell the whole story in seconds.
Beyond the Names: Research-Driven Success
This naming strategy emerged directly from market intelligence about ingredient trends, demographic shifts, and consumer behavior patterns. By starting with research rather than creative intuition, we created names that aren’t just clever—they’re commercially viable.
The beauty industry is ready for brands that use research as a creative catalyst rather than a post-launch validation tool. Family Jam proves that the best product names don’t come from brainstorming sessions—they come from understanding your market so deeply that the right names become obvious.
Market research + creative insight = breakthrough naming strategy.
That’s the formula we’re bringing to Vegas.
Next week: How we’re translating these research insights into packaging design and visual identity that will stop buyers in their tracks at Cosmoprof 2025.