CPG Hand Sanitizers
The Premiumisation of Hand Sanitisers
// Elevator Pitch: We designed a cultural immersion into New York City’s make-up and beauty hotspots to help an CPG group understand what it would take to break into the personal care space with a premium hand sanitiser.
// Client need: The CPG group had recently made an acquisition in a new category, and wanted a boutique brand in their portfolio to adopt the product. They needed to understand whether the brand, known for its natural ingredients, could credibly extend their range in this way, and if so, what opportunities it might open up for the brand’s longer term strategy.
// SWW solution: Sense Worldwide crafted a day-long cultural immersion for the team, led by local beauty bloggers from The Sense Network. The itinerary included retail visits, tastemaker interviews and grooming experiences. The next day, we used our learnings from the immersion in a collaborative session to identify potential strategies for the brand and its portfolio.
// Added value: The learnings helped the brand understand the full potential of the acquisition that had been made at group level. The brand is now preparing to launch the product in retail, and has a roadmap to integrate further personal care products in their range later in 2017.