CHALLENGE
With changing consumer behaviour, new digital insurgent competitors and an apparent lack of coherence in architecture a leading Beauty Brand realised there was a strong need for a total brand refresh. This needed to be anchored in an understanding of where the brand sits in the consumer’s eyes today.
APPROACH
Quantum applied a 360-degree lens to solve this challenge . We understood the shifting and dominant beauty + category narratives, deep-dived into the equity of the brand across its various product offerings and evaluated the brand’s core assets to see how each was firing.
The study ended in a collaborative exercise with the Client to arrive at clear, actionable opportunities for the brand, along with jobs to be done to achieve this.
IMPACT
This project has set the foundation for the next growth strategy of the brand.
The findings are influencing decisions across all elements : Product, packaging, communication, positioning and innovation; ensuring the brand strengthens its leadership position
