Crafting a narrative to turn a material innovation into a brand asset

CLIENT

YEAR

Leading luxury beauty group

2024

BRIEF

A leading luxury beauty brand partnered with us to assess the potential of a next-generation recycled material (recycled polypropylene, also known as r-PP) in its packaging innovation strategy. The objective: transform a complex, costly, and still unfamiliar technology into a compelling narrative asset that reinforces the brand’s avant-garde positioning and desirability.

PROJECT

Over the course of four weeks, we developed a strategic framework to turn this technical material into a storytelling opportunity. We explored market and cultural insights, defined high-value consumer personas, and articulated a narrative that repositioned the material as a medium for creative expression. We complemented this narrative with 3 associated in-store experiences and a concrete deployment roadmap.

3

STRATEGIC EXPERIENCES DESIGNED TO BRING THE PROJECT TO LIFE

2

CORE PERSONAS CRAFTED TO GUIDE MARKETING FOCUS

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