It’s said you shouldn’t have a favorite child. At The Sound we believe the same to be true of generations. There is something to more deeply understand and appreciate about each generation and by now we have probably done enough consumer research on each to write several books. We are brought in to help brands better understand generational values and behaviors that drive decision making and importantly, what a brand should do about it.
After a decade of chasing every beverage trend that came around, a stalwart elixir brand of the 90s found itself on tough times — completely unsure of what it stood for (with the lagging sales to match) and without any sort of clear path forward for the future.
A cult cosmetics brand with an eye on global expansion 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.