Understanding the essence of a brand, from fashion to beauty
Case study: Luxury & Beauty
Need
Values, culture, identity… A stakeholder in the luxury industry wanted to capture the essence of a recently acquired fashion brand to help drive its development in the beauty sector.
Approach
Hybrid approach involving focus groups, interviews with experts and in-house teams, as well as semiological analysis to fuel in-depth reflection on the brand.
Impact
This research laid the foundations for strategic deployment in the beauty sector, providing clear and inspiring guidance for marketing teams.
Rethinking brand universe, from fashion to beauty
Understanding the consumer standpoint
Qualitative focus groups conducted with targeted profiles revealed how the brand is perceived and conveyed by consumers, while identifying expectations and points of convergence with the beauty universe.
Going one step further with the experts
Interviews with fashion experts instilled further depth to the process via their astute interpretation of stylistic codes, trends and growth territories, in light of the brand’s history and cultural potential.
Building a solid collective vision
By cross-referencing the perceptions of internal stakeholders, the discussions enabled to bring to the forefront common standpoints, helping to shape a platform reflecting the brand’s DNA and the company’s ambitions.
Deciphering brand expression
Based on the visuals, wording and symbols generated by the brand, semiological analysis enabled to precisely pinpoint its key identity traits, a crucial stepping-stone before venturing into a new universe without compromising its coherence or uniqueness.
Understanding the essence of a brand means looking at it from all angles, through multiple perspectives and sources of inspiration. To look at a brand is to look at it with “fertile eyes”.
Nathalie Ternisien
Brainvalue
Extending style into the world of skincare
Thanks to this research, development actions were launched in the beauty sector, based on a clear, inspiring and shared brand platform, designed to help marketing teams successfully engage with this new universe.
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