Rebranding & Relaunch of Anti-Aging Skincare Brand
A well known skincare brand from the United States, with a 35+ year history in the market, wished to rebrand and relaunch one of its core anti-aging skincare lines in the face of increased competition in the “mass-tige” brand arena across a variety of distribution channels
Our Work
Two rounds of qualitative research
- Round 1: Focus groups with female consumers aged 45-65 to explore anti-aging skincare needs and to evaluate reactions to and acceptance of brand naming, positioning and product concepts to be included in the product line-up
- Round 2: Focus groups (same age groups) to evaluate ‘improved V2 brand name, positioning and product concepts’
Quantitative
- Segmentation study among 1,000 females, aged 45-65, to confirm acceptance (naming, positioning, product line-up)
The Outcome
The client was able to successfully relaunch its 20+-year-old brand, complete with some reformulations of specific products in the line-up
We presented to the Japan- and US-based teams, including both qualitative and quantitative results
“Being able to understand where and how to modify our concepts and products based on real consumer inputs was invaluable to us. We are very happy with the results!”
– Client Voice