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A multinational beauty brand’s foundations were losing share despite the category seeing double-digit growth. The brand had over 20 SKUs globally, and there was a question if they were all necessary. By optimizing their portfolio and streamlining their offerings, the brand aimed to gain efficiencies, create a better shopping experience for consumers, and drive its share of the growing market.
We conducted a two-phased qualitative and quantitative engagement comprised of in-person focus groups and an online survey with TURF analysis in the US, Italy, Japan, and China.
Our two-pronged approach identified consumers’ core foundation needs and desired benefits, and it illuminated how the brand’s foundations were perceived within this broader context. Armed with this in-depth understanding of needs and perceptions, we identified a streamlined, optimal portfolio that maximized the brand’s reach within each market using the fewest SKUs necessary. This robust analysis brought together the qualitative insights along with multiple layers of quantitative insights and advanced analytics (including two MaxDiffs and TURF simulations, correlation analysis, and perceptual mapping). We also incorporated current and past sales information to develop final recommendations that balanced both business and consumer considerations.
