Case Study: a major multinational cosmetics manufacturer identifies the ideal global celebrity spokesperson with Decision Analyst

a major multinational cosmetics manufacturer identifies top global celebrity spokesperson with Decision Analyst using 15+ variables

A major multinational cosmetics manufacturer faced the challenge of identifying a single celebrity spokesperson who could revitalize and unify its brand image across diverse global markets. The company engaged Decision Analyst to design a research methodology that could find a representative who would resonate with both current and potential users worldwide.

Decision Analyst implemented a global online survey across 11 countries, collecting data on over 15 variables including awareness, appeal, and brand fit. Their custom indexing methodology generated comprehensive index scores that ranked candidates globally and locally, mitigating cultural biases. This process allowed Decision Analyst to identify several optimal candidates who best exemplified the brand's values for its largest audiences.