Repositioned offline Personal Care brand for growth readiness
Problem Statement
Difficult to scale business with existing Japanese inspired brand identity in Tier 2 cities. Also struggling with 250 SKUs and chaos in product extension and development.
Solution
Business Deep Dive
1. Interviewed beauty advisors across 6 states to understand consumer consideration and purchase behaviour.
2. We did a deep dive with management and understood the supply chain challenges of running a Japanese ingredients' brand.
Business & Market Insights
- 1. Consumers were trusting Ningen for it's 40-year old pharma background as opposed to the Japanese ingredients story.
2. Beauty advisors had the power to earn trust with the right skin and hair care information.
3. Consumers in tier 2 preferred brands that they have seen or interacted with online/social media.
Brand Strategy
1. Positioning: Based on the strength of manufacturing abilities, brand committed to ‘phyto cosmetics’ as their space of development, marketing and sales. Their mission, to enable limitless confidence in women so that they can find the best version of themselves to be more humane.
2. Role of Brand: Ally to the middle class millennial women in India, in making them feel confident, beautiful and unstoppable. Tagline: Limitless Confidence.
3. Brand Personality: Used the Hero archetype to define the voice, tone and visual strategy of the brand.
4. Community: Social media channels were enabled as resource for beauty advisors to improve India-wide sales.
Brand Design
1. Revision of logo - Included the tagline while removing the Japanese iconography on the logo. Incremental change allowed the brand to roll out the logo change gradually without fear of not being recognised by current customers.
2. Visual language - Consistent visual design rules were implemented for easy recognition of the brand in crowded shelves or marketplace listings. Also helped in streamlining design in social media.
3. Packaging Design - All packaging formats were made uniform for ease of recognition and familiarity among consumers.
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Impact
Ningen saw rise in motivation among their 200 odd beauty advisors across India, leading to better sales offline.