Retail- Re-Imagining Personal Care Category

Key Insight: The urban Indian personal care market was rapidly evolving, shifting from solid to liquid products and emphasizing natural ingredients and DIY grooming tools. Consumers also expressed a desire for expert advice and personalized care.

Challenge: A leading Indian retailer aimed to double its topline in the rapidly growing personal care market while increasing brand recall and customer loyalty.

Our Approach: We implemented a systematic approach involving ethnographic research and design sprints. This led to a significant expansion of the personal care SKU range (from 2,500 to over 15,000), the introduction of three new private label brands, in-store makeup zones with trained advisors, and discounted skincare sessions.

Results: We achieved a remarkable 2.25x growth in the personal care category, a 60% repeat customer rate, and facilitated 1,200 bridal makeups within three months across 20 stores. Brand recall and customer satisfaction significantly improved.