ESTABLISHED SKINCARE BRAND
Reversing Sales Declines by Addressing the Real Barrier to Growth
Despite nearly universal consumer awareness, an established skincare brand was losing sales and struggling to drive trial. Reversing the decline required identifying the real barrier to growth.
The Challenge
An established skincare brand was experiencing declining sales and struggling to compete with the category leader. Despite nearly universal brand awareness, consumer trial significantly lagged competitors.
Leadership initially believed awareness was the primary obstacle to growth. However, a comprehensive review of existing brand health and consumer research revealed a deeper issue: the brand lacked credibility in skincare. Consumers recognized the brand but questioned its ability to deliver the product performance they expected.
The Objective
Reverse declining sales, strengthen the brand's credibility and competitive position, and restore sustainable growth by addressing the underlying barriers to consumer trial and purchase.
The Strategy
Led a comprehensive brand audit, examining existing brand health data, competitive performance, and consumer perceptions. Commissioned additional qualitative research among brand users and non-users to better understand the disconnect between awareness and trial.
The findings informed a strategic roadmap of near-term and longer-term initiatives designed to rebuild consumer confidence, strengthen brand equity, and improve conversion.
Rather than increasing awareness advertising, redirected marketing investment toward product experience, third-party validation, and more credible communication of product performance.
The Execution
Implemented a comprehensive brand revitalization program that included:
Brand Positioning and Messaging: Refined brand positioning and product communications to emphasize performance, efficacy, and the attributes consumers valued most. Incorporated stronger product claims, expert endorsements, testimonials, and before-and-after demonstrations across advertising and retail touchpoints.
Product Trial and Sampling: Increased in-market product sampling more than 30X, giving consumers firsthand experience with the products while generating opportunities for authentic reviews and recommendations.
Third-Party Credibility: Expanded public relations and influencer engagement, including a partnership with a prominent dermatologist as a brand ambassador. Leveraged beauty editors, category experts, and consumer advocates to strengthen trust and reinforce product performance.
Packaging and Portfolio Restage: Refreshed packaging across the portfolio to strengthen shelf presence, improve product communication at the point of purchase, and reinforce the brand's positioning.
The Impact
Reversed declining sales, delivering two consecutive years of above-market growth.
Gained market share from the category leader, strengthening the brand's competitive position.
Secured incremental retail shelf space and stronger retailer support for new product innovation.
Improved key brand health measures, including consumer consideration and purchase intent.
Established a stronger foundation for sustained growth by addressing the underlying credibility gap rather than relying on additional awareness investment.