We partnered with Unilever to completely reinvent the shopping experience for men’s grooming in mass retail.

This global execution included an insight-led strategy for redefined communications, merchandising, and design - all specific to the world of men’s grooming.

How we got there

We started by collecting and studying data and insights to define primary shoppers and shape a cross gender shopping experience that would meet the needs, behaviours and appreciations of all shoppers.

Next we clarified our research findings into a category marketing strategy. This was underpinned by three key objectives:

1. Trade more shoppers into the category (male & female)
2. Increase spend by encouraging shoppers to trade up within the category to superior formats
3. Increase basket size by encouraging shoppers to trade across into higher margin, lower frequency categories

We then established design principles to inform materials, shapes, textures, and forms that would convey a simple yet premium tone and elevate the category.

Solution

A comprehensive go-to-market toolkit for global execution that included an insight-led strategy for communications, merchandising, and the full shopper experience.

This included retail-agnostic 2D and 3D equity with renders that were easily customisable on a market-by-market basis.

Global Customers such as Carrefour, Tesco and A.S. Watson now consider Unilever as Category Captain for Men’s PC