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
At our Innovation Lab for L’Oréal, we brought together the client and its creative agency with thought leaders from the fields of fashion, art, startups, product design, and retail innovation to explore the brand’s essence together. We translated the result into an inspiring, cultural message, which was then applied—in a second phase—to a new experiential architecture and to the presentation of the brand and its products throughout the consumer journey. The concept is based on showcasing the new positioning at every stage of communication—and in every moment, no matter how small, where L’Oréal’s skincare products play a role—using modern technology such as IoT and sensor solutions.
I specifically chose ... and dos Santos to address a more strategic meta-question: “How can I ensure my brand remains culturally relevant in the future?” We lacked a clear mission and POV as a brand. I think what makes ... and dos Santos unique is their setup—the lean core team, paired with a highly competent, diverse collective of experts, allowed us to bring different perspectives to our meta-question, to truly think outside the box, and to push the known boundaries. Aside from that, I found the process to be very collaborative (workshop-style), and for me, adS’s greatest contribution was getting me to think, rethink, and reflect on my brand. Concrete results included a clear brand mission, and the project also initiated several sub-projects to bring the brand mission to life and enhance the brand experience. Our management was impressed by the outcome, particularly by the newly established strategic framework.
