Setting the Scene
Service Provided: Brand Direction
Kanmo Group, established in 2005, is a retail company focusing on baby, teen, early motherhood, and sportswear markets. As an omnichannel operator, Kanmo Group serves tens of thousands of customers monthly. One of the brands managed by Kanmo Group is Eversince, a skincare brand emphasizing natural ingredients free from alcohol and parabens. Eversince features bright, colorful, and fun branding targeting a younger demographic group (teens).
The Challenge
With a longstanding presence in the baby clothing, children’s wear, and early motherhood supplies industry, Kanmo Group approached us to explore expanding its market into the personal care sector, specifically skincare for teenagers under the brand name Eversince. Venas supported Kanmo’s vision by providing brand direction to analyze the personal care market among young generations and identify opportunities.
The Strategy
Venas utilized existing research insights gathered through primary research (including consumer surveys, focus group discussions, and in-depth interviews) within April 2023, and secondary research (including but not limited to desk research, brand benchmarking, and positioning identification). Experts’ opinions and references from well-established brands with consistent branding and strong market positioning were also incorporated.
Our Findings
- Understanding Gen Alpha as the “consumer of tomorrow”
To effectively target Eversince’s market, it’s essential to understand the latest generation of consumers and their aspirations. The youngest generation today, known as Gen Alpha, is known as a native digital. From birth, they are immersed in the digital world, never having known life without the internet. Their online and offline lives are seamlessly integrated. Many Gen Alphas even experienced their first days of school online due to the pandemic. This behavior is important to highlight due to its impact in influencing their behavior, both within and outside the beauty context. With these insights, Eversince can plan and strategize their marketing approach more thoroughly.
- Unique Dual-Consumer Behavior
The rise of the younger demographic as a new wave of consumers creates a unique situation in the consumer journey. Being the youngest population that mainly consist of children still attending school, Gen Alpha tends to rely on their parents for financial expenditures, making the parents the ultimate decision-makers in their consumer journey, hence the “dual consumer journey”.
Our FGD sessions highlighted that Gen Alpha predominantly falls into the ‘authentic’ user persona category, while their parents (primarily mothers in this study) tend to be ‘traditionalists.’
With these insights, Eversince can consider to focus on their offerings that can captivate children while simultaneously earning the trust of their parents.
- Packaging and Product
In our FGD and product prototype testing sessions, which involved 19 teenage respondents and 11 parent respondents, Venas conducted a study to determine the preferred packaging types for each group and their reasons. Our research insights reveal that both teenagers and parents prefer packaging that considers the motoric skills of children. Packaging that is overly complex or fragile is best avoided. It is essential to focus on products that are easy to use, and have aesthetics that resonate with the target market’s age group.
This resulted in Eversice packaging to embrace a fun, bright color, with plastic as bases to anticipate a slip of grip.
Conclusions
In essence, this case study highlights the importance of nuanced market research and innovative brand strategies in capturing the attention of a new generation. Addressing these topics enabled Eversince to align its offerings with the evolving needs and preferences of Gen Alpha, while also reaching to their parents. Our brand strategy has equipped Kanmo Group with a clear and actionable roadmap for expanding its brand into the personal care market. This approach not only ensures Eversince’s products to resonate with their target audience, but also to help distinguish themselves in a competitive landscape.
Our insights can power your brand’s strategy!
With years of experience in the beauty industry, our consultants at Venas Consulting are experts at navigating the complexities of the ever-evolving beauty market. We pride ourselves on providing insightful, strategic guidance tailored to your brand’s unique needs, ensuring that your next steps are not only strategic and effective but also aligned with your long-term vision.
- We will choose the right methodology to achieve your objectives
- We will deliver your project at a high quality level.
- The results you receive at the end will be used to advance your business.
Whether you’re looking to expand your market reach, refine your brand identity, or optimize your products R&D, we’re here to support your journey. Let’s work together to expand your opportunities and achieve your brand’s full potential.
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