CPG Face Care Client (confidential)
Transforming a Leading Skincare Brand’sFace Care Strategy for Consumer-Driven Category Leadership
Case Study
Consumer & Shopper Journey Insights & Strategy
ABOUT THE CLIENT
The confidential client is a global leader in consumer health, offering a diverse range of self-care, skin health, and essential health products. Their skincare portfolio includes renowned brands that provide solutions for facial care, sun protection, and more, empowering consumers to prioritize their health and well-being.
PROJECT OVERVIEW
To strengthen a global brand’s leadership and growth in the Face Care category, they needed to refine their category vision, brand positioning, product innovation, and optimize go-to-market strategies. Achieving these goals required an updated, in-depth understanding of evolving consumer needs, skincare regimens, and shopper behaviors.
Khatanalytics led the design and delivery of holistic, in-depth, differentiating insights connecting consumer demographics, brands, and retailers to identify targeted growth opportunities
RESULTS
Insights and strategic recommendations empowered client growth:
$ 1.5 B Category Growth
Opportunity determined for Face Care in next 3 years
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​Enhanced Brand Positioning
Refined Brand Strategies Based on Consumer Segment Needs and Perceptions
Elevated Retailer Planning
Created a differentiated Category Vision to empower fact-based collaborations with retailers
THE CHALLENGE
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The US market and consumer landscape has notably shifted due to COVID-19 lockdowns, inflation, digital growth, & evolving values.
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The Client's Face Care brands needed strengthened strategies and targeting to adapt to evolving consumer needs and heightened competition, including from new niche brands.
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An updated, differentiated category vision for Face Care leadership with retailers required new research in aggressive 8-week timeline.
Sr Director Omni-Shopper & Category Excellence - CPG Leader:
“Within three months we co created a questionnaire with our internal partners, fielded and did four [qualitative] exercises and synthesized learnings … we just worked with an incredible amount of speed…we got a lot of really rich learning"
OUR SOLUTION
Khatanalytics partnered with client's cross-functional teams to define research goals and key questions, detailing a comprehensive research brief to deliver against all needs.
Multi-phase consumer & shopper research was conducted:
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35-minute Quantitative Survey: total 3,500 respondents: 2,000-person base (ages 18-65), 500 Gen Alpha, + 1,000 boost for priority retailers to enable in-depth analyses.
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4 Quali-Quant Deep Dives: follow-up mobile sessions with 200-400 participants each, delving into critical topics like skincare regimens and shopping behaviors.
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OUR INSIGHTS & IMPACT​
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​Many multifaceted learnings developed to inform new strategies for brand, marketing, sales and retail, including:
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Long term category growth can be driven by certain sub-segments.
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Each age cohort has many macro skin care goals (overall ~10). While some goals overlap, many are specific to their life stage needs.
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Younger generations are starting earlier, and engaging actively.
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Larger mainstream brands and new novelty ones each play key roles.
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Each retail channel is chosen for specific reason, with faster growth for those offering better assortment, experience and convenience.
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Critical gaps for priority retailers to optimize growth vary.
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Sr Director Omni-Shopper & Category Excellence - CPG Leader:
“it's been really a gift working with you… your subject matter expertise, your ability to both listen and push at the same time…you are a really critical part of the output that we've gotten."
Grow your sales and brand loyalty leveraging comprehensive strategic consumer journey Insights