New kid on the block in Skincare 
Our client was looking to understand market potential and optimum positioning for the long-established U.S. skincare range considered for launch in the Western Europe. 

Extended pre-tasked discussion groups were conducted in three markets using techniques such as product and brand mapping and collages to elicit instinctive positionings and key brand communication attributes. Following discussion groups, respondents trialled one of the SKUs and were re-contacted via a telephone interview to gain understanding of perceived product usage benefits

Following packaging refinements, launch of the complete range over an individual SKU was recommended, to convey brand credibility and heritage, as well as increasing visibility in store.