GLOBAL 2016: Broad category necessitates more varied strategies
Personal care is a wide category that spans from mundane to high fashion. Depending on which part of the category you’re talking about, the threat is different and the response needs to be different. In lower interest categories, consumers may be less willing to pay for innovation and instead select private label. These brands need to identify a driving consumer insight to motivate purchase. In higher interest categories, like cosmetics, brands run less risk from private label and more risk from niche brands that feel more personalized. In this case, image and style credentials are key. Depending on the sub-category within personal care, the risks – and the strategies to compete and win – are different.