Brand Strategy
Business Transformation Case
“How can we play a bigger, cultural role and become a more relevant brand in the skincare market? ”
Workbench Lab
In our Innovation Lab for L'Oréal, we brought the client and his creative agency together with opinion leaders from the fields of fashion, art, start-up, product design and retail innovation to explore the essence of the brand together. We translated the result into an inspiring, cultural message, which was transferred in a second step to a new experience architecture and to the presentation of the brand and products along the consumer journey. The concept is based on presenting the new positioning in every step of communication and even every little moment in which L'Oréal skincare products play a role, also with the help of modern technology such as IOT and sensor solutions.
I chose... and dos Santos specifically to answer a more strategic meta-question “How do I gain cultural relevance with my brand in the future.” We lacked a clear mission and POV as a brand. I think the unique thing about... and dos Santos is their set-up — the lean core team, paired with a highly competent, broad collective of experts, allowed us to take different perspectives on our meta-question in order to really think outside the box and push the known limits. Apart from that, I found the process to be very collaborative (workshop style) and for me, the biggest contribution of ADs was to make me think, rethink and reflect on my brand. Concrete results were a clear brand mission and, in addition, the project initiated several sub-projects to bring the brand mission to life and improve the brand experience. Our management was impressed by the results, in particular by the new strategic framework.
