Studies

IKW-Studies

A comprehensive view

The world and our lives are constantly changing. Changes in our living environment are often driven by technological developments and the cultural context in which they are embedded. This often presents us with major challenges. How do we deal with them? What changes are our needs, lifestyles and demands? What influence do these changes have on our daily lives and what do they mean for beauty and home care?

The IKW studies provide interesting insights and answers. Three examples:

Youth / TikTok Undisguised 2024

Two studies were conducted in 2024 on behalf of IKW. The "Youth Undisguised 2024" study examined how young people are growing up and dealing with global crises, focusing on self-realization strategies and the role of cosmetics.

The "TikTok Undisguised" study analyzed the significance of TikTok for Generation Z.

Key findings of the studies:

Cosmetics remain essential
The study shows that, from a psychological point of view, cosmetics are existential for young people and are anything but superficial.
TikTok shapes the young
The platform is perceived as authentic and realistic, plays a central role in self-discovery and influences relevant topics for young people.

About the studies

The results of the studies are based on in-depth psychological interviews and online surveys of a representative sample of young people.

The survey included young people between the ages of 16 and 24 (14 and 20 for TikTok).

The studies were conducted by Lönneker & Imdahl rheingold salon in 2024.

Study on laundry washing

The study “IKW: Investigation of the influence of the size of a dosing aid on the dosed amount of detergents” provides information on the proportion of the capacity of the washing machines that is used and how much washing powder is used with different sized dosing aids (100 or 60 milliliters of washing powder) for the respective load quantity.

Key findings of the study:

Dosing of washing powder
On average, the test subjects dosed less washing powder than would have been necessary for their washing machine loads. The gap to the recommended amount of washing powder was more pronounced when using the smaller dosing aid.
Loading of the washing machine
The washing machines, which have a capacity of seven kilograms, were only loaded with an average of 3.5 kilograms of textiles, yet the test subjects rated them as "full."

About the study

In the washing laboratory at the Niederrhein University of Applied Sciences in Krefeld, 97 test subjects filled washing machines with textiles “as usual” and added the amount of washing powder they thought was appropriate. Two dosing aids of different sizes, holding 60 and 100 ml respectively, were used alternately. Further information and results (in German language) can be found in the presentation of the study results, the press release and the final report on the study.

All IKW Studies

All IKW Studies from recent years can be found here – in German only

To the study overview