01
Personalisation
Connect advice with individual preferences throughout the shopping experience, not only at checkout.
Own project
Confidence is
designed too.
Audit of a global cosmetics brand: identity, experience and customer relationship, with three lines of recommendation.
Project
Brand audit
Author
Ruth Lara Vives
Date
November 2023
Areas
Audit · Brand strategy · Experience
The service behind the project
Brand audit · 2023
Synthesis of the original document
Project context. Ruth Lara Vives’s own project, dated November 2023, about a global cosmetics brand. It was not commissioned by the brand. The recommendations are not presented as implemented or as commercial results.
Act 01
The challenge
The question
How do a brand’s identity, its shopping experience and the reasons people return relate to each other?
The work studies a global cosmetics brand through brand management and its different touchpoints, physical and digital.
Act 02
What was done
The analysis
The audit reviews identity, positioning, perceived image, digital strategies, personalisation, loyalty and leadership.
It uses brand management frameworks to connect observations that, taken separately, would look like loose details.
The recommendations
The document proposes going deeper into personalised experiences, recognising community participation beyond the purchase, and keeping a coherent narrative across channels.
It also points to technology integration needs and team readiness to sustain that experience.
Act 03
What it shows, and what it doesn't
The value of the work
The contribution is the analysis and the prioritisation of opportunities.
It makes it possible to explain why a communication or experience decision should follow brand strategy, rather than the other way around.
The limit
The study relies on secondary sources and on the 2023 context.
It does not include access to internal data, validation with the brand’s customers, or measurement of implemented changes.
Synthesis
Three lines
of recommendation.
Editorial synthesis of the 2023 audit.
02
Community
Consider loyalty beyond the transaction, recognising the participation and advocacy of existing customers.
03
Coherence
Keep a brand narrative connected across digital channels and physical experiences.
The service behind the project
Branding
Strategy and identity to hold a place of your own.
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