Case Study: Alicorp achieves a breakthrough in Peru’s hair care market with IDEO

Alicorp launches Amarás with IDEO, winning 7.5% of Peru’s hair care market in 3 months

Alicorp, one of Latin America's largest consumer packaged goods companies, had repeatedly failed to break into Peru's lucrative personal care market, which was dominated by multinational giants. They partnered with design firm IDEO on a multi-year collaboration to overcome this challenge and finally launch a successful hair care brand.

IDEO's solution involved immersive consumer research and a co-creative "learn by doing" approach to develop a new brand from scratch. This resulted in Amarás, a line of shampoos and conditioners featuring local ingredients tailored to Peruvian women's needs. The brand became a viral sensation and captured a 7.5% market share just three months after launch, a goal Alicorp had set for year three.

Alicorp