Transforming Kenvue’s Face Care Strategy for Consumer-Driven Category Leadership
Case Study
Consumer & Shopper Journey Insights & Strategy
ABOUT THE CLIENT
Kenvue, formerly part of Johnson & Johnson, is a global leader in consumer health, offering a diverse range of self-care, skin health, and essential health products. Its skin health portfolio includes renowned brands like Neutrogena and Aveeno, delivering solutions across facial care, sun protection, and more.
PROJECT OVERVIEW
To strengthen Kenvue’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
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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Kenvue’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.
Kenvue Sr Director Omni-Shopper & Category Excellence:
“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 Kenvue’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.
OUR INSIGHTS & IMPACT
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.
Kenvue Sr Director Omni-Shopper & Category Excellence:
“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