OBJECTIVE
A multinational skincare company was looking to expand beyond its current suite of offerings and wanted to ensure that its next play was grounded in customer insights. On what unmet needs should the company focus? Where did the company have a right to win?
APPROACH
  • Conducted online ethnographies and focus groups to uncover what skincare needs are still being under addressed
  • Used quantitative surveying to validate the qualitative findings and isolate pain points to focus on
  • Identified five opportunity areas for adjacency expansion, and evaluated the viability of each
  • Considered how the company’s brand equity could stretch to reflect these new opportunity areas and what elements of the brand architecture still needed to be built
IMPACT
New Markets’ partnership enabled the skincare company to develop expansion plans with confidence, knowing that the new opportunity areas were linked to key consumer Jobs to be Done as well as the current brand architecture. This work advised on how to enter these new spaces, who to target, and how to position messaging.