Working with a renowned beauty brand to build brand strategy against a popular rival

Background/Challenge

Leading beauty brand wanted to understand why consumers were actively switching to a specific competitor product over its own brand in the US. For the last couple of years, their own product had been witnessing dwindling sales. They were struggling to understand the reasons behind the decline in their sales. Detailed and direct feedback from consumers was required to understand how to address the decline. 

Solution

Our association with this beauty brand has been a long one. We have been running continuous Competitor Analysis projects with them in seven markets since 2021. We started the project with initial brand perceptions on the product from 110 users in the US, which were later narrowed to 40 for the in-store shopping experience and at-home product trial.

Impact

•      We collected 1000s of data points, and hundreds of rich multimedia content 

•      We were able to get a very clear understanding of growth drivers (what worked for the competitor), came up with actionable insights that were shared with multiple teams/stakeholders (insights, marketing, retail, brand, global, sales)

•      The results were used in formulating advertising and communication strategy, which brought positive results. In less than a year, the trend of decline in sales was reversed, and with some minor modifications in packaging, the product is witnessing a positive growth