Health & Beauty clients include:

View client success story 1

Brand perceptions and presentation play a key role in defining competitive edge in the fast-paced health and beauty industry.

Innovation is central to keeping brands alive and fresh in consumers’ minds, as well as setting them apart from the competition: before a habit-purchase can be broken, a consumer often needs to perceive a product will be better than the one used before.

Where manufacturers often miss a trick is in being overly focussed on product performance and neglecting the ‘more than’ intangible product factors. How does a brand fit into a consumers’ mental & emotional world; how does the purchase fit into their purchasing repertoire?

For innovation to truly strike target, companies first need to understand the motivations for purchase and usage of products. With this clearly defined, it is easier to develop products that truly fit people’s needs, both functionally and emotionally, and to communicate this with the right packaging and positioning.

Projects we consult on have ranged from:

- segmentation of health & beauty purchasing and behaviours (both beauty consumables and appliances);

- in-store merchandising (incl. understanding factors affecting at-fixture propensity to purchase, in-store boutique areas/general merchandising);

- development of advertising and packaging (also to industry professionals such as pharmacists or hairdressers);

- assessing the impact of designer/celebrity endorsements on brand value;

- research into ‘sensitive’ areas and life-stages – researching the beauty habits of teenage girls & young women.

Nunwood: "Profit Through Knowledge"