Objective
A leading global skincare brand was looking to redefine its market strategy and product portfolio to stay ahead of the evolving consumer needs and market trends. The aim was to scrutinize all business aspects, including brand positioning, product organization, and long-term growth opportunities, to ensure the brand’s success in a competitive landscape.
Approach
Leveraging UPLAND’s DisruptorID framework, the project was kicked off to identify and assess disruptive influences, shifts, and dynamics shaping the future of the skincare industry. The approach was divided into two phases:
First Phase: Focused on understanding the market landscape and consumer needs, we identified key issues and opportunities to optimize the business. This phase included a workshop with marketing and R&D teams to develop initial hypotheses and directions.
Second Phase: Aimed at developing, testing, and optimizing solutions such as refined brand positioning, SKU optimization, and innovation in products and services, including product renovation and rebranding.
My Role
As an Analyst, I was instrumental in:
Conducting extensive research to underpin our DisruptorID analysis, examining the forces capable of disrupting the skincare market.
Creating a comprehensive DisruptorID slide deck that highlighted potential impacts and opportunities for innovation and strategic planning.
Desired Outcomes
This strategic initiative was crafted to:
Equip the skincare brand with a robust strategy that not only responds to current market dynamics but is also future-proofed against upcoming trends and shifts.
Reorganize the product portfolio to enhance the brand’s position as the first-preferred choice for skincare professionals and consumers alike.
Identify white space opportunities that the brand could leverage for sustained growth and competitive advantage.