INNOVATIVE PROPOSITION DEVELOPMENT

Strategic activation

of trends data

Context

The beauty industry is governed by rapidly evolving consumer trends. As a result, major brands need the ability to predict and pre-empt what their customers care most about, in order to gain a competitive advantage in the market.

Challenge

Coty wanted to find new ways to optimise how it sources, analyses, delivers and activates trends that will help to outpace and outsmart the competition.

The beauty industry is governed by constantly evolving trends. Manifesto helped me identify the right model to outspace and outsmart our competition by sourcing, analysing, delivering and activating trends efficiently. They work collaboratively engaging all the relevant stakeholders into developing an answer that drives value for the business. They are smart and passionate. It was a real pleasure to work with them.

Maylis Joppé

VP Global Marketing, Innovation Excellence, Coty

Solution

Conducted stakeholder interviews across the business to canvas opinions of the current challenges and opportunities with trends at Coty.

Ran workshops with the steering group to map the trends landscape at Coty, as well as how we should define a new vision and structure going forward.

Broke down the new approach into short, medium and long-term trend activation and came up with a designed view of what the trends reports could look like.

Outcomes

Set a new strategic vision for trend sourcing and delivery.

Developed an understanding of how to best maximise value for trends for each business Division.

Defined an operating model to deliver long-term, repeatable trend forecasting and activation, identifying key considerations and priority actions for delivery.

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