A major FMCG haircare brand needed to explore how Millennial women’s self-confidence is shaped in culture, to identify purpose territories and co-create a brand purpose strategy and comms platform.

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Through social listening, expert interviews, literature reviews and internal workshops we explored barriers to self-esteem across seven markets, and identified key metrics to track and benchmark the problem.

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Our trends, insight and strategy work across Europe, Russia and Asia, gave the brand a clear and culturally relevant purpose that stakeholders across the business felt inspired and engaged with. This led to a major re-launch and social purpose development