When sensitive skin stops being a niche and becomes the new standard.
Real-Life-Driven Innovation
At a time of expansion and strategic portfolio review, we worked with a skincare company that, rather than simply selecting new products to launch strategically, sought to focus its efforts on needs that are truly relevant to people’s lives, identifying common sensitive skin conditions that are still overlooked by the market.
How can we consistently grow and innovate in a market saturated with empty promises, generic messaging, and an oversupply of products?
Mapping the Transformations in Care
Through in-depth interviews with experts, trend research, point-of-sale studies, and digital data analysis, we have investigated the major shifts in the market and new behaviors related to skincare.
The Evolution of Skincare
More than just a dermatological issue, sensitive skin has emerged as a phenomenon that encompasses physical, emotional, and social aspects, and is a key concern for consumers who are better informed, more discerning, and more demanding when it comes to scientific evidence.
Based on the findings of the research, the project guided clear strategic decisions:
Innovation isn't just about the product itself, but about the ability to develop it based on people's real lives—not on assumptions about them.
“The research guided the entire strategy for developing the new products, from identifying the most important ingredients to determining their packaging formats. ”
