The Challenge
Henkel Beauty has a broad portfolio of brands. One of them has a challenger position on the market but clear growth objectives, through an ambitious Innovation plan. How to convey the brand messages to consumers with a media budget far smaller than big
What We Did
Identify and analyse the structuring consumer trends in the Beauty industry, as regards to communication
Understand the evolution of media consumption by consumer cluster
Extract key learning from successful benchmark brands in the beauty industry, through key exec interviews
Identify and analyse Drugstores decision makers expectations when it comes to brand media support, with dedicated interviews
Develop different support strategy scenarios and shape them in dedicated workshop
Key Findings
An alternative support model was not only relevant but also more effective for the Brand
A mix of different media, coping with Drugstores expectations and ensuring a better consumer engagement, could lead to an improved performance of the brand
The Results
Brand team aligned on a detailed figures based media resources allocation
New support model now implemented with success