Beauty bounty! Since 1980, Estetica, from Singapore neighbourhood centre, can now be found in swanking new shopping malls around Singapore. They underwent a rebranding and rejuvenating exercise in 2008.
They revamped its image so as to appeal to younger consumers while still maintaining relationships with existing customers. They wanted to differentiate itself from its competitors as there was tremendous competition.
We performed in depth analysis to understand the market situation through focus groups and quantitative surveys. This helped us understand purchasing patterns and brand perceptions.
To reflect its differentiation, we developed a communication strategy in English and Mandarin. A product brand, ést Lab was launch under the brand architecture strategy.
The company is the first in its industry to work with Singapore’s leading research body, the Agency for Science, Technology and Research (A*STAR). They have both worked on developing skin care technology.