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Supporting a relaunch of a seasoned personal care brand

A multi-national project aiming to modernize the brand with respect of its heritage

For a European personal care brand we developed a 5-step holistic and collaborative proces. We started with a co-creational kick-off meeting with the client and proceeded with consumer interviews to identify the levers and hurdles to identify the key mechanisms to regain leadership. We co-created a semio-sociological workshop with the brand team to synthesize most of the available brand knowledge of the client. This was followed by semio-socio cultural consumer groups in three countries. The whole process resulted in an understanding of the content, role and position of the future Brand-platform in line with socio-cultural change. A future-fit brand with respect for it’s long heritage, A translation of a strong and heritage brand into a modern and distinctive brand.