Over the past few years, the global CPG industry has started witnessing a transition from offline to online channels and is mostly affected by factors such as waning currency values and slowing GDP growth. As a result, CPG industry players have started thinking beyond the conventional shopping techniques to develop and boost the shopping experience for customers. Also, due to the changing consumer behavior and needs, firms are embracing technologies to meet the ever-growing array of demands.
The personal grooming industry is one which produces consumer products that are used for personal hygiene and beautification. Some of the products that are included in this category include wet wipes, toilet paper, toothpaste, talcum powder, shaving cream, razors, moisturizer, perfumes, pomade, makeup, lotion, lipstick, lip gloss, deodorant, and colognes. The global market for personal grooming is expected to witness substantial growth over the coming years owing to the rising disposable income of individuals across the globe; thus, enabling them to spend on luxury personal care products. Additionally, while the personal care products segment for women is a prominent category, the introduction of the men’s product line for personal grooming has bolstered the growth of the market.
However, our recent analysis shows that personal grooming companies across the CPG industry are facing challenges in terms of:
- Move towards digital marketing: The global emergency of e-commerce sites and the migration of the customers to online platforms are forcing companies in the personal grooming space to re-strategize their marketing campaigns to retain and acquire new customers.
- Highly competitive market: In matters of brand variety, size, international establishment, the personal grooming industry has reached saturation. As a result, the growth margin will decrease as big players try to expand their market share.
Many such factors are compelling firms in the personal grooming space to leverage the use of brand strategy solutions.
Brand strategy solutions help firms reach out to the target customers and gain a better understanding of consumers’ demands and their buying behavior. These solutions also help companies reach out to a larger group of audience and enhance brand awareness.
The Business Challenge
- The client: A leading personal grooming kit manufacturer
The client, a leading personal grooming kit manufacturer with manufacturing units spread across the UK, wanted to understand the emotions of the customers better and build relationships with them to foster customer loyalty. Additionally, the client wanted to devise new strategies to build interest among the customers about the products being offered as they were facing challenges in improving their brand positioning strategy and retaining profitability.
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The Journey
Infiniti’s brand strategy experts carried out comprehensive interviews and discussions with prominent stakeholders in the CPG industry space to help the client remain competitive and build a unique brand identity across the personal grooming space. The experts also compiled information from a wide array of secondary sources such as company presentations, paid industry databases, and industry forums to help the client improve their customer reach.
The Solution and the Business Impact
With the help of Infiniti’s brand strategy engagement, the client was able to devise effective brand strategies to engage and retain customers and create a superior brand image. Additionally, the client communicated effectively with the market and improved the interaction with the customers; thereby, enhancing brand awareness. This helped them capture a significant share of the market.
The Future
The requirements and aspirations of today’s individuals are rapidly evolving. With the surge in disposable income, individuals are becoming more discerning and indulgent. Additionally, in the near future, consumers will start preferring innovative personal grooming and personal care products that are created specifically for them.
