Business case
Our client, a world leader in beauty, was eager to take part in a large tech initiative and sought support in the identification and evaluation of the most successful beauty tech initiatives.
Our findings showed that successful initiatives fall into four categories: (i) personalisation & subscription, (ii) connected devices with potential cartridges, (iii) social commerce and (iv) retailtainment. Most of these models fundamentally aim to build a secure commercial relationship with newly recruited customers, whether B2C or B2B. They predominantly implement retail disintermediation, personalise consumer journeys, use smart price positioning justified by the value proposition, collect customer data and leverage via subscriptions.
We worked closely with the client’s tech team to identify the most successful beauty tech initiatives in Western Europe, North America and China. We reviewed companies’ customer value propositions, identified the underlying meta-business models and structured the link between the companies’ models and their value creation.