Market Research into the Use of Foot Care Products Used in the Salon and Spa Industry
ChemCity is Sasol’s enterprise development vehicle, and operates to support new and existing entrepreneurs with business development. ChemCity embarked on a new partnership with Medi-Heel: a Cape Town-based cosmetics company that produces and markets chemical treatments for dry and cracked heels, primarily for use in spas and salons. Medi-Heel is already distributed both locally and internationally, the company requires better positioning within the industry.
Sasol ChemCity commissioned Mthente to conduct: (1) a sector performance evaluation, including an overview of the Health and Beauty sector and an analysis of the foot care sub-sector; and (2) market research focused on foot care products currently used in the South African spa and salon industry. The purpose of the study was to investigate ways in which to assist Medi-Heel to increase its presence as a supplier to the spa and salon industry. ChemCity also intends to use this research for the benefit of similar companies, and as an indicator of the overall viability of the foot care product sector.
The research approached included a market scan of the Health and Beauty sector in South Africa, as well as the footcare subsector, and 166 survey interviews with representative of spas and salons in Cape Town, Johannesburg and Durban. The survey focused on five core marketing aspects relevant to Medi-Heel, namely: market segmentation; psychological aspects of the market; purchasing power and buying habits; environmental factors and marketplace competition.
