An international cosmetics company with over $2 billion in revenues wanted to create a new brand position for its existing corporate brand that leveraged the unique heritage of the company while being relevant to the marketplace.

Utilizing research results and working closely with the senior management team of the company, a brand strategy was developed, resulting in the new positioning statement for the corporate brand and name development for a new color line. The brand strategy is now the basis for a variety of critical implementation efforts, including catalogues and brochures.