BEST UK SALES PERFORMANCE FOR A DECADE
In 2014 we were challenged with a rebrand for established bath & beauty company, Scottish Fine Soaps, to help transform their manufacturing culture past to a modern brand future. We needed to better define their market position to achieve an ambitious 5-year business plan.
They turned to us to guide all brand and marketing, as an extension of their team.
We made it our strategic mission to put the consumer at the heart of the brand. Immersion told us their primary buying triggers were gorgeous fragrance and appealing design. Our spark was to apply a stylish, contemporary Scottish twist to differentiate in the market, helping us to define a solid proposition, premium mainstream gift positioning and stylish brand identity.
Through our mantra of ‘fail fast, fail cheap to win big’, we installed a new agile and insight-led NPD process. Rather than launching a new collection across a full range of SKUs with the risk of it failing (which many collections before indeed had), test launching multiple concepts across one SKU would give us a quick and cost effective read on trade and consumer appeal, before full roll out.
The results were seductive in themselves: 2016 sales results were the strongest for a decade and our Men’s Grooming collection has become one of the most successful in the company’s history.
Our partnership with Scottish Fine Soaps has also extended across their business, supporting trade, retail and digital marketing.