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Client: Global Fragrance Distributor
Location: U.S. Markets
Scope: Discovery/Research, Product Innovation, Category Disruption
Challenge: In response to declining sales, a beauty industry giant sought to reimagine how fragrance could be sold in food, drug and mass stores. Nothing—packaging, distribution model, merchandising approach—was off-limits.
Solution: It was critical to understand the role of fragrance in consumers' lives and also how fragrance is purchased. In lieu of traditional focus groups, qualitative workstreams included online beauty journals for recruits, mobile ethnography to witness in-store decision-making, an immersive in-market trend safari and hosting a beauty influencer panel and "store-experience builder" workshop for fans.
The insights generated translated into opportunity areas and ultimately, the new approach's pilot testing in select U.S. markets.