Rediscovering a pioneering spirit
Walgreens Boots Alliance
How varied perspectives helped an iconic natural beauty brand find its renewed distinctive edge.
The question
In an increasingly crowded natural beauty market, how does a pioneering brand rediscover what made it distinctive and turn that back into growth?
What we did
We worked with Liz Earle to reconnect the brand with what made it different, and reframe future growth through a sharper, more outside-in lens.
Grounded in real consumer needs and emerging shifts in beauty, we brought together a cross-functional team with external specialists, including menopause experts, beauty influencers and fragrance authorities, to explore where the brand could lead, not follow.
Through an immersive workshop on the Isle of Wight (where the brand was founded) we created the space to step back from the day-to-day, immerse in botanicals, and translate trends into ideas with real potential.
The result was a focused innovation pipeline, built around ideas with the strength to stand out in a crowded market.
Our impact
The work helped shift the brand from reacting to category pressure to moving forward with renewed momentum.
A stronger pipeline. A clearer view of where growth will come from. And a more confident and distinctive way for Liz Earle to compete.
3 phrases to summarize our experience with Posse London: world-class expertise in Ideation, super agile approach, very creative thinking.
Head of Insights, WBA
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