We were approached by a global luxury skincare brand to help them identify their future target consumer and to develop a marketing strategy to engage with them.
We started by mapping the future landscape and the role the brand could play therein. We conducted ethnographic research with early adopters who embodied the relevant emerging trends to understand their lifestyle, category engagement and brand perceptions. This informed the marketing strategy to attract the target audience.
The MD and senior leadership team embraced the marketing strategy and have started to implement it. So far the strategy has informed the launch of a new product and guided new retail activations to appeal to the new target audience.