Case Study: a leading CPG company builds an innovation pipeline for facial skincare with Optimal Strategix Group (OSG)

Creating an Innovation Pipeline by Understanding Consumer Needs Gap for Facial Skin Care Segment

Optimal Strategix Group (OSG) was engaged by a leading CPG company that was facing the challenge of building a pipeline of new facial skincare innovations. The client needed a deep understanding of their key target audience, Segment X, including their unmet needs and purchasing behaviors, to support their global growth objectives through successful product launches.

Using their OSG o360 consumer targeting technology and ASEMAP™ proprietary methodology, OSG identified and quantified the need gaps for the target segment across multiple markets. The solution provided the client with a strategic roadmap of innovation opportunities, competitive insights, and a step-by-step launch strategy for new markets. OSG delivered a portfolio of actionable insights, which the client lead described as creating an "embarrassment of riches" to guide decisions from concept creation to product launch.