Why Do Singaporeans Trust One Anti-Acne Serum Over Another? Let’s Get Into Skincare Focus Groups.
Living in Singapore means your skin is constantly in conversation with the environment. The persistent humidity and constant warmth create a unique set of challenges that consumers face daily, from excess oil to clogged pores and acne. For skincare brands, this presents a puzzle. You can launch a product with clinically proven ingredients and a robust scientific backstory. But you might end up watching it sit on the shelf while a competitor's product, perhaps with a simpler story, flies off the shelf.
The gap between a product's technical data sheet and its acceptance in a consumer's daily routine is vast. It is filled with unspoken needs, cultural narratives, and emotional triggers. The core business tension is not about efficacy alone; it’s also about trust. Why do consumers believe one product will work for them over another? Our purpose here is to explore the human-centric side of this question. We believe the answers are not found in surveys, but in conversations. This is a guide to how qualitative research, specifically focus groups, can uncover the truths that lead to a truly resonant skincare brand in Singapore.
What We're Seeing
To understand the consumer, we must first understand their world. The skincare story in Singapore is shaped by three powerful forces: the relentless climate, the consumer's ritualistic response, and a market that is consciously shifting towards holistic wellness.
Our climate is the main character in every Singaporean's skin story. With ambient humidity often exceeding 80% and temperatures hovering around 32°C, the environment is a primary driver of skin concerns. This is not just weather; it is a condition that fosters oily skin, encourages clogged pores, and creates an ideal breeding ground for acne-causing bacteria. As dermatologist Dr. Angeline Yong explains in this insightful video, even a fundamental step like applying sunscreen becomes a complex daily challenge. The search is for a formula that can withstand the humidity without feeling heavy, sticky, or uncomfortable. This constant battle informs every product choice a consumer makes.
In response to this environmental pressure, consumers invest significantly in regaining a sense of control. According to Singstat, the average Singaporean household spends $149 per month on personal care products and services. This spending is not an indulgence but a daily ritual. Faced with a climate they cannot change, consumers create intricate, multi-step skincare routines as a form of empowerment. As we see in candid consumer discussions, these routines are deeply personal and carefully done to manage specific issues like acne and textured skin. The act of cleansing, treating, and moisturizing becomes a twice-daily practice of mindful self-care. People are seeking holistic solutions that contribute to their overall well-being. This means a growing preference for "clean" ingredients and framing skincare as a restorative practice.
The Questions We Believe Are Worth Asking
A great strategy begins with asking better questions. To bridge the gap between your product and the consumer, we can turn business objectives into human-centric inquiries.
For the End-User (The Consumer):
What does the word "works" truly mean for an anti-blemish product in this climate? Is it about instant mattification, long-term clarity, or the feeling of "cleanliness"?
When you read an ingredient list, what signals "gentle but effective" versus "harsh and stripping"?
Walk us through the emotions of a "bad skin day." What role does your skincare routine play in restoring your sense of confidence?
For the Innovator (The Product Developer):
Beyond efficacy, what is the ideal sensorial experience of a product designed for humid weather? What texture feels "light" and "breathable" versus "sticky"?
How can we formulate a product that delivers the powerful results of a "scientific" ingredient while fitting into the ethos of a "clean beauty" routine?
For the Marketer (The Brand Strategist):
What is the language that signals trustworthiness and efficacy without making illegal therapeutic claims?
How do we connect our product's story to the larger cultural narrative of wellness and self-care that is gaining momentum in Singapore?
How We Uncover the Answers
Answering these questions is less about asking people to rate a product and more about understanding their world.
Method Selection Our work often involves a blend of methods, but for this challenge, we recommend two in particular.
Focus Groups: We start with focus groups. They are the ideal setting to explore shared language, social norms, and cultural trends. In a group discussion, we can observe how people decode marketing messages and co-create a vocabulary around what makes a product "trustworthy."
In-Home Ethnography: To add depth, we follow up with in-home ethnography. By observing consumers in their own bathrooms, we witness the unfiltered reality of their daily rituals. We see the collection of half-used products, the way they actually apply a serum, and the genuine frustration or delight on their faces. This reveals the crucial gap between what people say they do and what they actually do.
Participant Targeting We recruit participants based on their mindsets and behaviors, not just their age or income. For skincare, this means talking to distinct archetypes.
The Climate Controller: Motivated by managing oil and shine. They prioritize efficacy and long-lasting results and are searching for their "holy grail" mattifying product.
The Conscious Minimalist: Prefers "clean," natural, and sustainable brands. They scrutinize ingredient lists and are wary of harsh chemicals.
The K-Beauty Scholar: Follows a sophisticated, multi-step routine inspired by Korean or Japanese trends. They are highly knowledgeable about specific ingredients and aesthetics.
Uncovering Insights Our process is built on the art of listening. We create a safe, respectful space where people feel comfortable sharing the vulnerability that often comes with skin concerns. We listen for the hesitation in a voice, observe the non-verbal cues, and probe the emotional subtext behind the words. This is how we move beyond surface-level feedback to uncover the foundational truths that drive behavior.
Actionable Market Research Tools
Our work involves translating human stories into simple, powerful tools that teams can use to make better decisions. These are not final production assets but conceptual frameworks designed to bring the voice of the consumer into your strategic planning.
Here is a filter we use to help clients ground their strategy in the core realities of the Singapore market.
The Singapore Skincare Strategy Filter
Run every product and marketing decision through these three critical lenses.
CLIMATE
Does it feel good and perform effectively in 85% humidity?
CULTURE
Does it fit into a narrative of wellness and mindful self-care?
CLAIMS
Does our language imply efficacy without violating HSA guidelines?
This projective technique helps us understand the ideal sensorial attributes of a product, getting at feelings that are often hard to articulate.
Projective Tool: The Ideal Humid-Weather Moisturiser
In a focus group, ask participants to build their perfect product by choosing words.
When it touches my skin, it feels...
One hour later, my skin is...
These tools are not meant to replace human conversation. They are born from it. They provide a structured way to apply the nuanced, emotional insights we gather from talking to real people, bridging the gap between the focus group room and the boardroom.
An Invitation to a Deeper Conversation
Understanding the Singaporean skincare consumer is not about finding a single magic ingredient. It is about deeply understanding the interplay between the climate, the emotional need for control, and the specific language that builds trust. We also need to look into their ideals. An effective business strategy is one that is empathetic to the consumer's daily reality. Qualitative research provides the map to navigate this complex territory, leading to products and marketing that feel less like a sales pitch and more like a genuine solution.
If you are asking how to make your brand's efficacy story truly connect with people in Singapore, let us have a conversation. You can also learn more about market research in Singapore on Assembled. You can also write to our Research Lead, Felicia at felicia@assembled.sg or give us a call at +65 8118 1048.
