Marketing strategy and demographic research for a skincare launch
Matplotlib analysis, Oracle database applications and demographic research, turned into a high-level capabilities plan for a super-premium skincare brand.
- Client
- Tres Monet Skincare
- Category
- Beauty & CPG
- Role
- Marketing strategy, demographic research
- Tools
- Matplotlib, Oracle databases
Overview
Tres Monet was preparing to enter the super-premium skincare market. The work used Matplotlib analysis, applications for Oracle databases and demographic research to build specialised marketing strategies for the launch.
The output was a high-level capabilities plan: who the customer is, what job the product is being hired to do, which channels reach that customer, and which numbers would show whether any of it was working.
Framing the customer
Jobs to be done
Rather than starting from product features, the plan starts from what the customer is trying to accomplish. The core functional job was defined as tracking the daily results of what is taking care of their skin, with the related emotional jobs written out alongside it: wanting to feel confident rather than insecure, and wanting evidence that a routine is working.
The consumption chain was mapped end to end, from how a customer first learns to apply the product through an influencer, to the direction card inside the package, the explainer video on the website, the site’s Q&A, and finally the customer support line.
Audience and pain points
The target range was set deliberately wide, from young professionals through men and women 35 to 65 plus, spanning Baby Boomers to Gen Z. The research identified a single shared driver across all of those segments, together with a second, more practical objection: frustration at not seeing results, and the sense that money had been wasted on categories full of unsupported claims.
Measurement plan
The strategy committed to a small set of indicators tracked daily, so that spend could be judged against product-centric advertising rather than against impressions alone:
- Landing page visitors
- Mobile versus desktop engagement
- Trials generated by campaign
- Conversion rate from advertising channels
Go-to-market was sequenced rather than run all at once: an influencer campaign first to build social proof, an affiliate programme running alongside it, then press releases and traditional outlets, with luxury retail as a later distribution target.
Deliverable
The strategy was handed over as a single working document covering the job statement, audience definition, metrics strategy, positioning, pricing rationale and go-to-market sequence.
← All work Next: Janet Vafaie