Identifying sustainability opportunities in the fine fragrance category.
Our client, a multinational beauty company wanted to identify the most effective ways to activate sustainability and achieve growth within the fragrance category.
As our client started on an ambitious sustainability journey, they wanted to explore the opportunities in the fine fragrance category and set a clear direction within this category.
The key to success was to have a 360 look at sustainability and its application from all angles (from packaging and ingredients to marketing claims and activation), in order to inform our client’s marketing and innovation strategy, and enable conversations with their clients.
Research was carried out in four markets – US, France, Germany and China, representing different growth opportunities and attitudes to sustainability.
A mixed methodology approach was used in order to explore and quantify, which consisted of:
- Online communities: including store visits and online shopping to explore the attitudes and behaviours, but more critically, to understand motivations when it comes to sustainable fragrances.
- Quantitative online survey: to validate qualitative findings and identify key opportunities, priorities or watch-outs.
Future strategy: research was used to inform the sustainability strategy and was embedded at a senior level within the business, across innovation, production, marketing and account teams.
Priority areas: we identified growth opportunities, globally and locally, and importantly our research highlighted the need to design an authentic sustainability strategy that would filter through all aspects of innovation, production and marketing.
Tools to implement: the research also highlighted the importance of tailored strategies for each brand and gave the account managers the tools to have those important sustainability discussions with their clients.