Our solution

The Culture + Trends team combined leading-edge consumer insights with trend analysis to optimize ACO’s D2C proposition in Germany.​ Therefore, we involved ten digital-savvy, passionate skincare and make-up consumers from our Illume Network. ​

• • We first conducted in-depth interviews to explore their lifestyle​
  • Then, through co-creation exercises, each Illume Guide gave detailed feedback on Perrigo’s ACO brand concepts and product ranges​
  • Last, the leading-edge consumers supercharged the concept and produced a moodboard of their ideal concept; as a result, the brand used the key messages, imagery, influencers and channels for is promotion​

Furthermore, we added a secondary analysis of cultural values & shifts and consumer trends impacting D2C skincare consumers in Germany. We also reviewed competitors and best in class activity to garner differentiation opportunities.​

The impact

Perrigo received clear recommendations on how to optimize the brand proposition and the product range. Practical market entry suggestions included USP, key claims, website, promotion, marketing and more. The project was well-received and is now repeated for product launches in other markets.