BUILDING A NEW PATH FOR COSMETIC (HAIR AND SKIN CARE)

BRIEF

Improve brand impact and regain leadership on circularity and REUSE in the face of the rise of new brands (DNVB) and historical competition.

METHODOLOGY
  • Market trends exploration
  • Mapping of innovations
  • Consumer exploration: 10 qualitative interviews and 400 quantitative online interviews
  • Concept creation with design thinking methodologies and workshops
  • Pre-testing of the concept both digitally (quanti) and live (quali) in “test and learn” mode

Team: industrial designers, marketing expert

LIVRABLES

Strategic recommendations including:

  • User insights and action levers (green nudges)
  • Formalized and pre-tested product concept (confidential): value proposition, usage scenario and visuals, pricing, sustainable business model, financial and non-financial KPIs
  • Marketing strategy for the integration of future consumers
  • P&L: detailed overview of costs and investments
 

OUTCOME

Design of a new solution that integrates both eco-design packaging (-10% CO2 rejected) and personalized services for consumers.

“ We Don’t Need Roads has ushered us into disruptive & engaging innovation for a better world! The recommendation was perfectly in line with the brief and in a very fast time, with a real concern to start from the consumer, his uses and his experience, in total support of our strategy. “ 

Karine Cottin
CMO, Pierre Fabre Dermo-Cosmetics and Personal Care
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