Entering the Male Grooming Category Across US & Asia
Problem
How do you build a credible market entry strategy for a new, untried consumer segment across fundamentally different geographies, each with distinct beauty norms, retail infrastructure, and consumer behaviour?
Approach
Conducted detailed primary and secondary research and Voice of Customer studies. Piloted new product (Solid Water Essence), established new pricing framework, launched new lifestyle concept pop-up (Grooming Station in London), and established new channel partnerships in the USA and internationally to target this new consumer segment.
Impact
Launched new skincare product line and decreased concept-to-production time by 25%. New partnerships strategy adopted and executed across target markets with 2% revenue uplift worth $230M.