Empowering Kenvue’s Face Care Category Vision to Drive Retail Leadership
Case Study
Consumer & Shopper Journeys | Channel & Retailer Strategy
ABOUT THE CLIENT
Kenvue, formerly part of Johnson & Johnson, is a global leader in consumer health, offering a diverse range of self-care, skin health, and essential health products. Its skin health portfolio includes renowned brands like Neutrogena and Aveeno, delivering solutions across facial care, sun protection, and more.
PROJECT OVERVIEW
Kenvue needed to strengthen its category leadership status in Face Care and deliver a compelling category vision tailored to its retail partners. This required a fresh, in-depth understanding of the category, new segments, consumers, shoppers, brands, and retailers.
Khatanalytics* analyzed diverse existing and new data to deliver critical, strategy building insights & retailer specific growth opportunities.
*Note: Khatanalytics partnered with Simpactful Consulting, responsible for strategic insights for this project, as part of a multifunctional team
RESULTS
Insights and strategic recommendations empowered client growth:
$ 1.5 B Category Growth
Opportunity determined for Face Care in next 3 years
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​Fortified Retailer Buy-In
Presented differentiated Category Vision with retailer specific insights positioning Kenvue as a trusted partner, leading to stronger retailer engagement & commitment
Improved Go-to-Market Strategies
by aligning to different consumer and shopper needs and optimized for priority retailers.
THE CHALLENGE
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The US market and consumer landscape notably shifted due to COVID-19 lockdowns, inflation, digital growth, & evolving values.
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Kenvue’s Category Excellence team needed a compelling category vision to engage retail partners, requiring fresh insights.
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Due to retail commitments, all new research and insights needed to be completed within an aggressive 8-week timeline
Kenvue Sr Director Omni-Shopper & Category Excellence:
“We got a lot of really rich learning … what really made it very fresh and new was the demographic and retailer cuts. …I think that was super powerful… the data led our strategy”
OUR SOLUTION
We analyzed and synthesized numerous, diverse data sources to develop a strategic narrative tailored to Kenvue’s needs.
Holistic US level insights were developed, with cuts by consumer groups, brands & retailers. Data sources included:
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Existing Kenvue Reports and Data: Synthesized over 80 consumer, shopper, and macro trend reports
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Nielsen POS Data: Developed new segments (coding UPCs) and fresh perspectives on brand & retailer performance
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Numerator Panel Data: analyzed redefined Face Care sub-segments and broader Health & Beauty categories with demographic and retailer cuts for new behavioral insights
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New Consumer & Shopper Research: Leveraged new Khatanalytics-led studies plus new Kenvue shopper research
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OUR INSIGHTS & IMPACT​
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Comprehensive, data-backed insights enabled a differentiated and Kenvue-ownable Category Vision to engage retailers by highlighting:
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Face Care as a critical driver of the resilient Beauty category, with its long-term growth led by specific sub-segments.
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Many and distinct macro skincare goals across each age cohort, with both overlapping and life-stage-specific needs to cater to.
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Complementary roles of larger mainstream brands and emerging novelty brands, uniquely positioning Kenvue in the market.
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Varying retail choice drivers, with faster growth for those offering better assortment, enhanced experience and greater convenience.
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Customized retailer insights identifying strategic growth opportunities.
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Client: Director Category Excellence :
“I just want to reinforce how good the work on the [retailers'] pre-assessment was. We’ve used it in so much other stuff and with our teams ... outstanding work!”
Grow your sales and brand loyalty leveraging comprehensive strategic consumer journey Insights