Your Good Skin: Community Brand Building

Skin matters, just like great research

Walgreens Boots Alliance needed help to shape a new skincare brand from the ground up. This meant conducting in-depth consumer research to inform packaging, products and communications.

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APPROACH

To do this, we created a global innovation community of over 2,000 women on the quest for healthy skin. We fused qualitative immersion such as in-home filming and store visits with agile surveys and quick polls, using this data to drive concepts, communications and products. Consumers provided inspiration, realism and grounding, impacting key decisions in fundamental areas of the range architecture.

OUTCOME

We helped turn a fledgling idea into WBA’s biggest skincare launch in 15 years with the introduction of Your Good Skin, a 23-product range of cleansers, toners, exfoliators, serums and moisturizers. WBA continued working with the innovation community well beyond the original completion date, and it has now become a core brand asset. The launch was described by its makers as ‘overwhelming’, with Dr Mike Bell, Skincare Scientific Advisor for Boots, announcing that five Your Good Skin Balancing Skin Concentrates were being sold every minute.

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