Eucerin – Wins Category Leadership
Challenge: Competitors were leading the category on several fronts, not least acting as category champions in leading UK retailers. A new category approach adopted by retailers had meant that Eucerin was losing traction with the consumer, losing visibility on shelf and relevance in its adjacencies. Beiersdorf wanted to understand consumer perceptions, affinity, touchpoints and influences, and the impact of in store activity.
Approach: 3 phases of research were conducted. We conducted accompanied shops with Tobii Eye Tracking to understand the impact at retail of Eucerin alongside the competitor set, the use of navigational cues, placement, impact of signage, packaging design and colour. We interviewed in store demonstration staff and intercept interviewed recipients of their advice. Phase 2 entailed co-creative sessions in which we explored consumer-originated propositions for the brand, the use of imagery and media. Finally we then ran a quantitative segmentation study which both identified the core consumer segment and proximal groups in relation to the brand’s current proposition whilst testing alternative creative routes, pack designs, signage and range hierarchies.
Impact: Eucerin has been a key growth driver in Beiersdorf since recommendations delivered by the research have been implemented. It has grown at twice the rate of Nivea, +7.5% in 2019, and reflects Beiersdorf’s strategy to move away from mass market, commoditised skincare and leverage its specialist skincare expertise. The project revealed pathways and boosted confidence in creating new digital campaign, increasing investment and launching innvovations. Retailers have responded by treating Eucerin as the stronger voice in category, influencing Sainsburys to expand their specialist skincare category and Superdrug to create a new Skincare consultation counter.
In association with Bridgethorne. Co-Creatives in conjunction with partner agency.
I don’t think I’d expected to
receive such a thorough assessment of the brand and output. It’s not what I am used to with
agencies. Seeing the challenges from our
point of view, our customers’ buying teams, even manufacturing and Head Office!
Head of UK Brand, EUCERIN