Challenge
With the rise of the functional skincare segment in China, Unilever Group has initiated a Dove brand upgrade project. Although Dove enjoys a positive brand image and widespread recognition in the body care category, the skincare segment is highly competitive, and consumers have plenty of choices. How can the new product stand out?
Solution
In-depth analysis of the driving factors behind the development of the skincare category, integrating local consumer insights and brand DNA, to focus on strategic positioning for the brand
Service
- Market Insights: Consumer, Competitor, Cross-Category Benchmark Case Studies
- New Product Launch Strategy: Jobs-to-be-done, Brand Proposition, POD, Category Landing, RTBs
- Co-creation Workshop
Project Delivery Demonstration
