CHALLENGE

Several brands at a skincare company were targeting the same audience, creating rampant cannibalization and diluting each brand’s impact.  Marketing performance was declining rapidly.

ACTION

I designed an approach to dimensionalize the target audience, map nuanced personas to brands, and realize personalization across the consumer journey to boost business results. 

With research, syndicated tools, 3PD, and social listening, I segmented the target audience and mined core motivations, aspirations, and essence of each persona.

Concurrently, I collaborated with Insights and CRM teams to distill each brand’s voice, values, and positioning into unique territories.  With this, I assigned audiences to each brand based on compatibility (like a skincare match maker!), establishing defined spaces for each to thrive without overlap.

From here, I helped brands to design assets, experiences, and landing pages tailored to their personas’ “ethos”, while staying true to their brand identity.

RESULTS

ROI increased by 21%.

This strategic alignment empowered each brand to connect meaningfully with its audience, minimizing internal competition and enabling each marketing message to resonate. Customers responded to clearer, more targeted messaging, leading to increased engagement with messaging and landing pages, following through to purchase.