Understand what empowerment means for women in different locations :
CLIENT: Global beauty group with headquarters in the USA.
GOAL: How can we better capture what empowerment truly means for women around the world, in order to speak to them in the most appropriate way?
THE SPOTTER LAB’s ACTIONS:
We have undertaken cultural and consumer exploration in key geographies, in order to capture how women feel about themselves and the concept of empowerment, and how this is inscribed and influenced by the cultural context.
The exploratory research has been held through an online community of women in: Brazil, France, India, South Korea, UK, US.
KNOCK-ON EFFECT:
This work has helped the client to overcome existing bias and adapt the brand speech to be much more inspiring and personal for women around the world.