Problem solved

 Client problem

Accelerating profitable growth through increased penetration of male skincare.

 Approach

Identification of the key barriers, triggers and big ideas to create relevant solutions.

 Strategy solution

A set of barriers created from a combination of data interrogation and intuition, with subsequent activation ideas centred around the three core barriers to purchase:

  • Relevance barriers supported by shopper marketing campaign ideas along the full path to purchase.
  • Find/Engage barriers activated by a category marketing set of executions within the store.
  • Choose/Buy barriers, overcome by a set of Category Management solutions.
  •  Outcomes

    Connected plans to engage consumers, shoppers and customers in different channels.
    Relevant innovation, renovation and activation support programmes.
    Shopper conversion gap closure.

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