With the beauty category leaning hard into DTC lately, a cult cosmetics brand with an eye on global expansion sees some serious opportunity elsewhere. This brand came to The Sound to help optimize its free-standing store experience in order to identify if it could be further enhanced to appeal to the needs of a coveted audience––Make-Up Junkies.
If you know a make-up obsessed, you know they know their stuff. In order to dig into what makes them tick, we carried out immersive shop-along interviews with these Make-Up Junkies in Los Angeles to understand people’s initial perceptions of the stores––and identify which areas were eliciting excitement, as well as which areas could work even harder for the brand.
We then facilitated focus group discussions to deep dive into brand perceptions, explore the changing dynamics around what ‘professional’ means to the category (surprise! it’s different from what you might expect), and explore reactions to a new range of ideas and services, designed especially with the Make-Up Junkie in mind.
Our findings helped the brand identify the core values to leverage in their free standing stores in order to inspire and better connect with their target audience. We also developed a framework for the brand to evaluate new in-store services and fixtures moving forward.
Making a Segmentation Sing
Pandora came to us, wanting to do a really smart, modern-day segmentation … not just a numerical prioritization of who they should go after, but a living, breathing, inspiring piece of work for everyone in the company to rally around.
Pinterest asked us to help them explore and carve out value propositions for three new growth markets across Asia. By learning about the region’s local cultural nuances and social media landscape, we could help them cement their place in culture through future product innovations and marketing campaigns.