Rebuilding Relevance
The Approach
Being women and skincare/suncare junkies ourselves, we came in with a strong set of hypotheses rooted in culture and beauty trends. We designed an approach that helped us understand not only the cultural conversation and impact of micro-brands, but also who their target is and what she values, the role of her relationship with skincare/suncare, as well as her connection to the brand. The process began with a 3-day Sound Wave across the US, UK, and Mexico to build foundational insights, followed by a series of in-home friendship pairs to further unpack the learnings and nuances. The project culminated in a dynamic and engaging one-day workshop and presentation of our findings, where we brought the suncare brand team and Sound teams together to align on key learnings and implications and collaborate on next steps for the brand.
The Impact
Our beautifully designed report, market-specific category maps and pen portraits, and insights-driven film inspired the brand to rethink the way it connects with today’s young woman—and even the target’s internal moniker which spoke better to the previous generation!
Ultimately, our learnings helped shape their brand strategy, product portfolio, 2021 campaign, and future innovation pipeline.
Case Studies
Keep Reading
Understanding the Shopper Journey
Illuminating the shopper journey across key social platforms and verticals to establish benchmarks for today and provide guidance for product and feature development for tomorrow.
Read MoreUnderstanding Category and Brand Truths
Helping a cosmetic company understand perceptions and awareness of their brand to evolve their marketing strategy and drive audience connection.
Read MoreEnhancing The In-Store Experience
A cult cosmetics brand with an eye on global expansion asked The Sound to help optimize its free-standing store experience to appeal to the needs of a coveted audience––Make-Up Junkies.
Read More