Challenge:

• How can we launch a new body-care brand and create a profitable niche in a crowded marketplace?

• Innovators and Early Adopters (I/EA) are the primary audience required for the successful launch of a new product or service into a new market - their drivers are uniqueness, scarcity, and discovery.


• By identifying independent concept store owners holding I/EA values, a series of business models were tested with them to determine the most effective value proposition and B2B narrative.


• The range of D2C service offerings developed tapped into the unique value-set, lifestyle groups, communities, and locations of I/EA, generating alternative revenue streams.


• The approach went deeper and was more effective than traditional market entry strategies because it created influential brand supporters at launch.


• Effectively implemented a refined business model, activation plan, and market support package across selected European and Asian cities.

Impact:

• The brand launched during 2018 both online and with exclusive retailers in specific cities around the world, including Berlin, London, Milan, Seoul, and Tokyo.


• Revenue growth averaged 19% per quarter during the first two years post-launch.


• Featured in publications such as Vogue Japan and nominated for the Tatler Beauty Awards 2018.