Challenge:
This global skincare brand was exploring how to relaunch its Gen Z-focused sub-brand against a youth audience, positioned around the skincare needs of this specific audience.
Approach:
Our approach was centered around natural language processing – exploring the language that Gen Z women use to talk about their needs, concerns, and attitudes around their skin and towards the skincare category. This approach enabled us and the client to understand these women in their own words. We analyzed the in-depth responses of Gen Z women to a range of questions across these areas, for example using techniques to cluster themes around triggers to skincare issues.
Impact:
This work helped drive the communications approach for the relaunch across the client’s paid, owned and earned strategy.
