Understanding Category and Brand Truths

Challenge

Helping a cosmetic company understand perceptions and awareness of their brand to evolve their marketing strategy and drive audience connection.

If beauty is in the eyes of the beholder then a beauty brand’s place (within the category) is in the hands of its users. Our client’s goal was to understand what they were ultimately known for and where they currently fit in the marketplace, to inform how to effectively position themselves against their competitors and identify which audience profiles to target.

Approach

We launched a global brand equity survey spanning six different markets: China, France, Germany, Saudi Arabia, the UK, and the US. Exploring every corner of the brand (across both products and services), we identified key brand perceptions (vs. its competitors), degree of awareness, and what was driving brand choice, preference and loyalty within the category, to gain a broader understanding of who their audience is and what truly motivates them.

Impact

We delivered a highly strategic, beautifully designed global deck which included guidelines and guardrails to help steer our client’s future brand and communication strategy, to create an own-able, distinct space just for them.