So, when you undertake to create the biggest online conversation about beauty amongst the nation’s women you’ve got to be able to handle the response. And boy what a response we got when we undertook the task on behalf of Tesco Beauty.

Journalists, bloggers and women who just love beauty came along to our Tesco Your Beauty event last Thursday where we revealed what 30,000 women really want from their beauty regimes and products.  And herein lay the beast – taking over the last 2 weeks of our lives pulling all of the insights together into one comprehensive report and 5 weeks prior to that running the campaign.

Key highlights included the fact that dark circles and wrinkles round the eyes are women’s biggest issue, eyelash curlers are the number one beauty tool, legs, not bums, are the thing we’d most like to alter and the beauty products that don’t rid us of our beauty demons-even though they claim they can.

It’s been huge but breakthrough.  Not only has it opened up a dialogue for Tesco with women, it’s provided invaluable insight that has the potential to steer the development of the Tesco beauty offering in terms of new ranges, pricing and promotions.

The vision is to build on this year on year so that Tesco ensures it is continually striving to really deliver.  Essentially, a great intelligence tool that can provide long-term insight to create successful strategies and a very true reflection to its own promise of: ‘Every Little Helps’.

The work continues this week to seed highlights from the report so a big thank you to everyone who participated in the conversation.