A leading FMCG company wanted to understand how to step into the future by deep-diving into interpretations of sun exposure and attitudes towards the sun — and, in turn, identifying ways to unlock suncare as a growth opportunity.

We approached this problem by looking at the past and present, to predict the future:

• Understanding the present’s relevance – assessing the current relevance of the category through consumer interactions & desk research
• Projecting the future – anticipating evolving consumer needs and market trends through cultural research, expert and evolved consumer conversations.