A living collection of lessons, sparks of inspiration, and things I’m working through in real time.
Dec 2024
Consumer Insights | Fall 2024
I explored shifting attitudes around graying hair through qualitative research.I uncovered the motivations behind embracing vs. concealing gray hair, along with the cultural nuances and unmet needs in the haircare space. Key Insight: A growing community of women sees gray hair not as a sign of aging, but as a symbol of authenticity, freedom, and self-expression. Question: Hair is often described as the crown we never take off. For many women, it holds deep emotional and cultural significance. Yet, as they begin to gray, there’s a striking gap in knowledge around how to care for their changing hair, both its biology and its beauty. How might brands step in, not just with products, but with science-backed education, care, and choice, to help women protect and celebrate their crown?Project: Embracing the Gray - A Shift in Beauty Perception
Jan 2025
Field Studies (Brazil & Mexico City) Winter 2025
Building on my previous research, this project explored haircare needs in the Latin American market through field studies and consumer interviews. Instead of focusing on gray hair, the spotlight here was on diversity in hair textures, routines, and cultural perceptions of beauty across countries like Brazil and Mexico. Key Insight: Latin America’s haircare landscape is dynamic, with a strong market presence, diverse consumer needs, and a preference for value-driven products, making it a critical region for both local and global brands. However, social perceptions around beauty and hair continue to influence consumer choices, highlighting the need for inclusivity. Question: How might global brands unlock true long terms growth by embedding cultural intelligenve and unlocking locality?Project: Haircare in LATAM – Embracing Diversity in Texture and Routine