Deep cultural understanding of what ‘presence’ means for women across the globe

Brand Strategy Consulting

Deep cultural understanding - Quantum CS


How can a leading global haircare brand define a ‘human truth’ that works across markets, to guide their brand purpose of helping women overcome self-doubt?


International cultural research

In-home ethnography, co-creative groups, and interviews with gender and hair experts across Russia, Saudi, the Philippines and Brazil to deliver in-depth country reports and a global meta-analysis.

Defining the human truth

Using the cultural research as an anchor, alongside stakeholder interview,  UK campaign evaluation and facilitation of a 1-day workshop to arrive at a new guiding human truth.


Informed by our culture research, this work evolved to look at how to support women who are returning to work post-Covid.

A new campaign based on the evolved Human Truth is set to launch in January 2022.

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