The Objective

Build the optimum product line and communication strategy for the online launch of a personal care brand in India.

The Strategy Unfolded

With sustainability and the purpose of ‘good for you and the planet’ at the very heart of what the brand aimed to achieve, Prometheus crafted a multi pronged approach to craft the right product mix and sustainability message for the brand’s launch in India. Consumers were engaged through an online feedback system to get real-time product usage feedback. The agility and the immediacy offered by the digital tools during data collection helped to build in required changes in real-time, rework, and test different hypotheses about the product. Along with this, the classic pre-post product usage gave us the important levers that impact perception and helped create the right mix of products to be launched. The study also highlighted the areas where consumer knowledge of sustainability needed clarity, thus crafting the right sustainable message for Indian women.

The Impact

The launch strategy positioned the brand as a leader in sustainable beauty products in India. It garnered positive consumer reception, established a strong brand presence, and contributed to the company's efforts in promoting environmental consciousness among Indian consumers.