Strategic Research

Our client is a personal care giant whose instantly recognizable brands are in households around the world. One of its categories is underarm care, a business that can often appear to be driven by either price or purchasing familiarity, leaving little room for innovation.

We were asked to identify future formulation, format and marketing directions within the underarm category to fit changing consumer needs in Thailand, Indonesia, China and India. We created a 3-5 year idea pipeline that provides a targeted stream of ideas taking inspiration from global wellness, personal care and sustainability trends.

By analyzing a multitude of key drivers such as the growing demand for natural as well as emergent trends such as a preference for localized ingredients and cleansing rituals, we were able to create six platforms that our client could leverage to fit its three year R&D cycle and inspire NDP across its entire global underarm portfolio.