---
title: "Personal care segmentation across four European markets | antedote"
description: "A four-market segmentation for a personal care company: one shared solution checked market by market, with sizing and a working session in every market."
url: "https://antedote.com/explore-our-work/personal-care-buyers-in-four-markets/"
author: "antedote"
---

# Choosing which personal care buyers to target in each market

A personal care company wanted growth plans in four European markets, built around buyers its local teams could find and win. We built and sized one segmentation for all four.

**Client**
Personal care company

**Industry**
Beauty and personal care

**Markets**
Four markets in Europe

**Kind of work**
Segmentation

**Our role**
A four-market segmentation with sizing, then target and activation sessions per market

## The question

The central team needed one view of the category across four markets, with little recent research to build on.

Each local team needed something more practical: targets it could actually find and reach with its own budget and channels.

## Our approach

We surveyed category buyers in all four markets, at a scale chosen so that smaller groups could still be read within every market.

The questionnaire was the same everywhere apart from the brands, so the markets could be compared like for like, and it sized the category in each market as well.

We built the segmentation top down and bottom up: one shared solution first, then each market checked for segments that behaved differently or were missing.

Software explored thousands of candidate solutions. We judged the strongest against success criteria agreed with the client at the start, and shaped the final one with the insight team, so the segments reflect what local teams can act on.

## What the team came away with

The central and local teams came away with one segmentation they could all use, and a starting point for each market’s plan.

Each market had its own sizing, report and designed pen portraits of every segment, and a working session that took its local team through choosing targets and starting an activation plan.

Who we heard from

Category buyers in four European markets, the people who decide what their household buys in the category

## Related work

[View segmentation case studies](https://antedote.com/explore-our-work/?work=Segmentation#library)

- Skincare

    ### [Planning how a skincare brand for families could grow](https://antedote.com/explore-our-work/family-skincare-growth-strategy/)

    The growth strategy moved on into concept testing.

- Sports and live events

    ### [Segmenting a venue’s members from its own records](https://antedote.com/explore-our-work/segmenting-a-venues-members/)

    The client changed its email schedule by segment, and reports that the segments informed its brand positioning and its planning of events.

**What we do**
[Customer segmentation](https://antedote.com/what-we-do/customer-segmentation/)

## Working out which customers to build for?

We’d be glad to talk it through with you.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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