A large beauty brand was at a cultural crossroads within a highly competitive category, an emerging New Majority audience with different channel preferences and cultural palate.  It was time to understand what the large beauty brand meant culturally to consumers and customers of today!

The ask was to help the large beauty brand understand the brand meaning and purpose with today’s consumers.  Based on the findings, help modernize the brand definition and positioning that informs the communications platform and an inclusive consumer experience plan that ultimately increases the brand’s cultural relevancy and consideration.

• Help the brand understand the brand purpose, meaning and how the brand is viewed today?
• Identify brand gaps within the category, competitively and with consumers?
• Given the internal and external cultural tensions, define the role and purpose of the brand?
• Help the brand understand how the brand builds more inclusive consumer experiences at scale?
• Help the brand understand the right consumer facing channels for how the brand  “shows up” and communicate its values and product offerings.  
• Last, help the brand understand how to measure the effectiveness of a modern brand that solves for a cultural tension and unmet need?

• Conducted internal 1-on-1 interviews and landscape analysis of the Company, Category, Competition, Consumer, Channel and Culture. 
• Facilitated a leadership workshop to align on findings and growth ambition.
• Conducted qualitative and quantitative research to gather insights for modernizing the brand and the framing of a cross-cultural communications platform.
• Developed new brand platform and positioning for how the brand is presented to consumers across key retail channels.

• Gained organizational alignment on growth ambition, prioritization of resources and audiences.
• For the first time, presented a modern and new brand platform to use in-market across key priority retail channels, specifically design for Gen Z and Alpha.
• For the first time, highlighted and communicated to different audience segments with packaging and product preferences based on consumer research and insights.