Modelco
Background:
Modelco was the creator of the original ‘tan in a can’. It has a range of innovative beauty products and has grown rapidly over the last 10 years. Now in over 25 countries around the world Modelco was in need of articulating their brand to bring back their strong brand identity in the marketplace.
The insight:
In the world of Women and beauty, the ultimate desire of every woman is to roll out of bed and walk out the door looking smoking hot. The beauty industry also makes it too hard for your average woman to achieve this.
The strategy:
To create a unified brand belief for Modelco globally. To unify the team based around smart beauty based around the insights uncovered in the BE session. We then performed a gap analysis with the senior Modelco executives to explore where the gap’s are between what they are doing now and what their new brand belief is. This covers analysis on product, promotion, people, place and price.
The Result:
A unified global business for Modelco based around a belief of smart beauty. This belief and brand territory has allowed Modelco to own a single thought in the marketplace. The Modelco belief has also unified the entire company internally with all staff now understanding why Modelco exists.
