The Situation

A global market-leading health & beauty manufacturer was looking to enter the United States market and build a brand.

The manufacturer acquired a US-based company and plan to launch branded on-line and off-line retail stores to sell the acquired company’s products and required a rebrand as the product lacked the appeal and promise to deliver on the client’s business ambition.

Furthermore, a cross-cultural approach was necessary as the brand would have to resonate with White, Hispanic and Asian women, in addition to the historical demographic of African American women.

Reframe was tasked with assessing the external landscape, developing a brand positioning statement, brand strategy and visual identity system using the proprietary Reframe cross-cultural framework and approach.

  • Expand and capture market opportunity by developing a cross-cultural brand that appeals to women of all ethnicities, while also paying homage to what makes them unique.
  • Redefine the category by controlling the entire customer experience and supply chain from manufacturing to point of sale through the development of a differentiated and cross-cultural brand.

The Opportunity

The Approach

  • Conducted primary and secondary research to understand consumers’ hair practices, experience with hair extensions, learning experiences, and emotional drivers related to hair & beauty.
  • Gained understanding of attitudes, behaviors and media habits via customer journey mapping for Black, Hispanic, White and Asian women.
  • Gleaned both business and brand insights that defined the opportunity for the brand within the context of competitive growth and enterprise cultural shortcomings.
  • Developed a cross-cultural creative platform that addressed similarities as well and nuanced ethnic segments while also highlighting their unique specific needs, attitudes and behaviors.
  • Using the cross-cultural platform, developed brand positioning territories that guided visual identity development.
  • Developed world-class brand strategy, positioning identity, logo and visual identity options that leveraged cross-cultural insights to ensure appeal across ethnicities.

The Results

  • Client accepted the cross-cultural approach and opportunity that translated from strategy to creative development.
  • Client selected one option out of six positioning and creative territories presented in first round of creative presentations.
  • Developed a go-to-market strategy for both on-line and off-line using the new brand strategy, positioning, creative territory, brand identity and system.