How can a natural cosmetics brand benefit in the long term despite a rapidly growing and changing market?
The natural cosmetics market is becoming increasingly competitive, which is also having an effect on the DNA of established brands. Working closely with the brand team and market CEOs, we investigated the potential impact on natural cosmetics brand Dr. Hauschka and translated the findings into a new brand vision.
Dr. Hauschka is a pioneering German brand that has been delighting its customers with its groundbreaking approach to natural cosmetics since 1967. Today, our client operates in over 40 markets around the world and offers more than 170 face and body care products certified with the international NATRUE quality seal, plus a make-up range.
Customer needs and requirements are changing, however, while the natural cosmetics market is experiencing rapid growth. For these reasons, Dr. Hauschka commissioned us to develop a strategic, long-term growth path for the brand.
Using various data-supported scenarios, we looked at the future of the natural cosmetics market, where sustainability and climate protection are set to become more and more important to end customers. We localised perspectives and the potential of the brand DNA to show ways in which our client can meet these challenges.
The project with diffferent was extremely efficient and delivered useful insights and concrete recommendations that will benefit our company going forward. We enjoyed working with the team, who share a positive attitude, an open communication culture and huge passion for our brand.
Strategic scenarios for sustained growth
Using a hypothesis-based analysis, we examined the current business situation through an international approach derived from futurology and identified possible growth potential. Together with the brand team and the market CEOs, we analysed market trends, customer needs and brand perception. We then examined the impact of the solutions on the company. We focused on the different sales markets that Dr. Hauschka operates in and also on communication, the products themselves and their sale price. Various different interpretations of the scenarios were reviewed in terms of feasibility, e.g. in relation to operational requirements, return on investment (RoI), market opportunities and potential risks.
Transformation into a new brand vision
Finally, we translated the results of our strategic analysis into a new brand vision and specific recommendations for comprehensive change within the company. The roadmap for the transformation to sustainable future growth for Dr. Hauschka as a brand and a company runs until 2027.
Our Services:
- International quantitative and qualitative primary research
- Future-focused target group segmentation & quantification
- Development of growth scenarios
- Workshop moderation
- Development of a new brand vision
- Definition of key growth levers
- Roadmap for transformation until 2027
