SKINCARE
Premium skincare brand
global expansion
Expanding into new markets can be a game-changer for businesses seeking growth. Whether you choose to work with distributors or establish your own subsidiaries, it is crucial to develop a global mindset within your teams.
KOOL BRANDS collaborated with a renowned skincare brand to enter new territories in Europe and the Middle East. Our joint effort led to the development of a go-to-market framework that incorporated the unique characteristics of the new markets into the strategy, setting them off on the right foot and paving the way for long-term growth.
The established skincare brand had enjoyed a successful presence in the UK for over 30 years, however, entering new markets presented them with new challenges, such us maintaining brand consistency and increasing brand awareness amongst new consumers.
From an operational standpoint, the retail landscape in these markets was dominated by independent retailers, making it difficult to establish a strong brand presence. Furthermore, organizational structures, teams, and capabilities varied across markets.
To overcome these challenges, a new strategy was needed to include a well-defined product mix and a compelling message to drive sales and connect with local consumers.
One of the many pros of going global is the access to global talent to leverage their expertise in their market and commercial networks.
We worked closely with them to define how to best convey the brand's value proposition to their consumers, considering cultural sensitivities, the characteristics of the distribution channels and their local launch timings.
The research resulted in the development of a go-to-market framework for new markets, that included a compelling strategy, customised intro campaigns, recommended product mix and tailored communication assets. By standardising the market introduction process, it was made possible to compare the results of the same campaign across different markets and timeframes, and share best practices to continuously improve.
When expanding into new markets, it's important to keep in mind that an increase in the number of interlocutors can lead to miscommunication and duplicated work. To address this we defined a new communication workflow to streamline the request of digital assets worldwide, and supported the launch of a new extranet equipped with localised branding elements to resonate with the cultural preferences of each market.
But companies must evolve their processes to stay fresh, so as part of our engagement we left them with a a detailed “How to” document with valuable insights and best practices to enhance their operation. The document covered various areas, including Supply & Demand processes and a future global Marketing structure to stay competitive and innovative in the long term.
Are you in the process of expanding your business internationally, or are you facing similar challenges?
