Approach:

Relevance started by understanding the overall category of Skincare and the various sub categories within it (e.g. Face, Body, Hair & Scalp etc.) and the attitudes, purchase frequency, channel and consideration triggers for each of them. We also delved into the brands purchased, the awareness levels, loyalty and openness to switch, and the source of information for each brand and sub category. Relevance also tabulated the steps of purchase funnel and analysed where Bioderma was trailing against its competitors and by how much.

Using Relevance Tags® methodology, we were able to understand what exactly the brand stood for among the target population, which attributes it was being associated with, and which of these associations were working in favour of the brand. We also looked into not only the brand’s rational image, but also the emotional profile of the brand, and compared it with those of its major competitors. We studied the needs of the consumers and how far they were being fulfiled by the client brand, and where exactly it was being outdone by its competitors. Finally, we also analysed the core target group of consumers, segmented them based on their attitudes and perceptions, and delved deep into their media affinity to recommend a startegy that would be most effective in terms of reach and impact.