redefining care by creating a brand for true women

About

With 55 years of history, Belcorp is the second company with the largest direct sales beauty in Latin America, the second highest sales rate, and a presence in 13 countries.

We collaborated to create a body care brand that helps Belcorp enter retail.

Challenge

Create a disruptive body care brand concept that helps Belcorp enter the retail world and may be extended to other categories and needs, such as hair care and skin care.
Initially, it will launch in Mexico at a massive level, expand to Latin America, and ultimately globally.

Approach

We interviewed key stakeholders and experts and conducted desk and on-site research to gain a deep understanding of our client and the industry.

Subsequently, we meticulously planned and executed focus groups with potential clients to uncover and interpret patterns of motivations, desires, attitudes, and behaviors.

Our engagement with 30 women across the focus groups allowed us to capture diverse perspectives on body care.

Central to our discussions were topics such as care routines, purchase decision factors, preferred purchase channels, and digital behavior, all of which provided invaluable insights into user archetypes and facilitated the identification of unmet needs.

We identified key areas of opportunity to address unmet needs and devised brand propositions accordingly. This involved delving into functional and emotional needs and analyzing how brands address these areas.

From our research, we pinpointed five areas of opportunity and evaluated them against predefined criteria with the client. These included expansion into Latin America, diversification into other product categories, potential for disruptive ideas, and mass-market potential.

In collaborative sessions, we generated fresh ideas for each area of opportunity, identifying common themes and refining our focus. This resulted in five relevant topics, each with a defined value proposition.

Outcome

We created five distinct value propositions for an innovative body care brand to facilitate Belcorp's entry into the Mexican retail market with a high chance of success.