An elevation strategy for a global Beauty brand
The Challenge
Oversaturation of product. Too much product, too much unit velocity & too much price promotion commoditized a once beloved fragrance collection.
The Solution
Create an elevated brand and product strategy to elevate product quality, edit offering & slow inventory turn to reposition as an elevated experience. Supported by upleveling marketing assets and introducing scent to the on-line customer. Together these strategies created an elevated brand experience across the entire beauty category. Success metrics delivered 6% growth in the 1st year while reducing inventory levels and decreasing brand eroding price promotion across 900+ stores.
Metrics and Outcomes