Evaluation of in-store POS proposition & communication

A world leader in beauty and cosmetics was looking at launching their in-store POS and below the line communication in a new market in the region. The need was to effectively translate a “Global Style and make up positioning” in the market context without losing the essence of the brand while retaining its global appeal.

Extended creative co-creation workshops with respondents were conducted to translate the global beauty and make up symbology that would resonate in a local context.

The challenge was to bring alive the finer nuances of beauty, the expression of it through make up, that can provide actionable cues for the brand. Hence extensive use of style maps, style time lines, dressing up of model cut outs etc. was done in groups to bring alive each minute style manifestation – eyes, hair, nails, clothes, in order to contextualise a global concept to fit local identity.

The outcome was a clear visual, emotional and stylized personification of the global brand personality in a local context. The advertising agency was briefed with very clear direction for POS and communication cues. The insights were used by the global branding agency, as a critical input for infusing local elements in a global brand image without compromising the core identity of the brand.