Evolving brand strategy to make a splash in the Luxury Self Care Market.
The Challenge
When the opportunity emerged to expand into new markets, this self-care brand discovered that understanding their customers was essential in order to create a successful strategy to reach them. Empowered by research and propelled by opportunity to expand their reach, it was time to get strategic to evolve. We formulated a multi-channel user experience strategy to make a splash in the luxury market— discovering what makes this brand great and paving the way to reach and connect with new segments of customers.
The Rundown
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Market Research: data collection, analysis, and visualization: competitive analysis. swot analysis. top 3 competitor analysis. market forecasting. market segmentation.
User Research: data collection, analysis, and visualization: user journey mapping. persona development. compiling & analyzing data from each channel. Designing solutions.
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Engaged user research, compiled & analyzed data from each selling channel, and weaved in market research to develop an understanding of core customers, identify potential new customer segments and create strategies to address their needs and pain points.
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We provided solutions to highlight the brand's greatness by showcasing their value propositions and creating an elevated, seamless brand presence with a strong voice.
We leveraged the insights and data to deliver clear, actionable, data-driven solutions to improve existing products and experiences as well as introduced new marketing strategies to reach, and engage, and connect with those new customers in addition to core customers.
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Our research provided valuable insights and provided frameworks to conduct their own research and track metrics going forward. Driving visibility and growth as well as opening the door for earning brand recognition loyalty.
defining the problem .
defining the problem .
Who are the customers and how do they experience the brand?
user research
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To do this, we started by mapping out their journey discovering, shopping for, and using the products.
Next, we worked to figure out how customers feel throughout their journey by engaging Primary (talking to them) and Secondary User Research (evaluating reviews, comments, articles, posts, etc.) a)
Followed by a Channel Analysis to figure out how people are engaging with the brand at each touchpoint (social media, website, retailers, etc.)
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This gave us the info we needed to segment the market into groups with similar behaviors and create personas to represent target users.
Here’s an example of the a few of the market segments we created and used to guide strategy and design.
How do our target customers engage with similar brands?
market research
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Before charting a path to growth we needed to get a lay of the land. We used guiding questions to gathered information and discover context.
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Starting with a comprehensive competitive analysis of the marketplace. Followed by a deep dive into the top three brands in the space.
Engaging market trend research to understand customer behavior big-picture and market forecasting to figure out what the future of self-care might look like.
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understanding how our customer segments engage with our brand and others by understanding their shopping experience. Breaking down social media and shopping behavior. Exploring brand differentiation to find the best way to break through and communicate what makes this brand special.
designing the solution .
designing the solution .
Evolving the Brand
Using what we learned about what our customers were looking for and what the market was offering, we created a strategy to break through and shine. The raw, natural (in all ways) elements of the brand are a part of what sets it apart and makes it so great, so we highlighted that by using visuals that lean into raw ingredients and real people. Color choice and typography convey familiar-yet-elevated flair to showcases their value proposition. We wanted to emphasize the knowledgable, and trustworthy values of the brand but still feel laid back and relatable. Overall it came together to form an elevated, seamless brand presence with a strong voice.
Marketing
We proposed a human-centered content strategy that tells stories— relatable, elevated. Creating genuine content that educates and inspires while shining a light on all of the greatness that the brand has to offer by leaning on value propositions and shining a light on customers.
Driven by research, we used the above formula and tailored it to reach each of our target segments. Resulting in a multi-channel, multi-segment marketing strategy that comes together to create a seamless experience.
For Example,
So, in addition to digital strategies, we also delivered creative solutions like cross-segment wellness collaborations. One way to do this is connecting with local, trusted wellness studios, spas, and boutique fitness studios in target geographic locations
We discovered that our target market is both health and community-oriented, and they tend to respond well to perceived experts throughout their purchase journey.
Website
Luxury is all about experience, so we set out to elevate the ways that customers experience the brand. This included a redesigned website with new & evolved features like an SEO optimized ingredient library and revitalized blog to drive traffic and a routine builder to inform and engage new customers. We proposed solutions to enrich the brand’s interactions with their customers; growing their audience and building relationships.
Driving growth by delivering clear, actionable, data-driven solutions to reach, engage, and connect with new markets.
coming soon
We also designed digital infrastructure to support this companies growth, creating space for each department to do what they have to do and company-wide solutions to keep it seamless and keep everyone in the loop. Can't wait to share.