Supercharging concepts for direct-to-consumer launch of Perrigo’s ACO brand
Through a versatile mix of Culture + Trends analysis and leading-edge consumer insights, Perrigo launched its ACO skincare brand successfully in the German market.
Perrigo is an American Irish-registered manufacturer of private-label over-the-counter pharmaceuticals. The company was set to launch ACO, a leading pharmacy skincare brand in the Nordics, as a new proposition in Germany, using a D2C (direct to consumer) approach. To kickstart the process, the team wanted to leverage emerging trends and perspectives to optimize concepts and identify opportunities to differentiate, while respecting the Nordic heritage & positioning of the brand.
The Culture + Trends team combined leading-edge consumer insights with trend analysis to optimize ACO’s D2C proposition in Germany.
We involved 10 digital-savvy, passionate skincare and make-up consumers from our Illume Network.
- We first conducted in-depth interviews to explore their lifestyle
- Through co-creation exercises, each Illume Guide gave detailed feedback on Perrigo’s ACO brand concepts and product ranges
- Last, the leading-edge consumers supercharged the concept and produced a moodboard of their ideal concept, bringing in key messages, imagery, influencers and channels they would use to promote the brand
This was supplemented with a secondary analysis of cultural values & shifts and consumer trends impacting D2C skincare consumers in Germany. We also reviewed competitors and best in class activity to garner differentiation opportunities.
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Perrigo received clear recommendations on how to optimize the brand proposition and the product range. Practical market entry suggestions included USP, key claims, website, promotion, marketing and more. The project was well-received and is now repeated for product launches in other markets.