The Challenge
A global Beauty and Personal Care leader had a $20BN portfolio built around a relatively narrow consumer base. A new leadership team recognised that while the range served Caucasian, middle-income consumers well, it was significantly under-serving the country’s growing multicultural majority – leaving substantial value on the table.
The Work
We interrogated the client’s existing data – spanning drivers analysis, attitudinal surveys and U&As – through the lens of polycultural America. By mapping needs and attitudes category by category, we were able to identify where meaningful differences existed between demographic groups, and where the portfolio was failing to reflect them.
The Impact
The work gave the leadership team a clear, evidence-based roadmap for action – and a precise view of where the biggest commercial opportunities lay. In some categories, the existing portfolio could be repositioned to serve a broader audience. In others, the data made a compelling case for acquiring culturally specific brands to fill genuine gaps. By identifying exactly where de-averaging and targeted positioning would deliver the greatest incremental gains, the work set a sharper, more ambitious growth agenda for a portfolio operating at significant scale across the US market.
