The Challenge
A legacy cosmetics and skincare brand with strong B2B revenues decided to expand into direct-to-consumer (D2C) under the leadership of a new-generation founder.
While the D2C brand had already launched and was active on social media, growth was inconsistent and marketing outcomes were unclear.
Our Role
We stepped in as strategic partners to diagnose the core problem before any marketing execution.
Our mandate was to:
- Audit the existing GTM strategy
- Analyze competitor D2C skincare brands
- Identify gaps in positioning and targeting
- Rebuild a scalable GTM framework
What We Did
We conducted a deep GTM and marketing diagnostic, focusing on market entry strategy and brand perception.
GTM & Market Analysis
We evaluated the original go-to-market assumptions, customer targeting, and brand narrative.
Competitive & Influencer Study
We analyzed leading D2C skincare competitors to understand their approaches.
Marketing Diagnosis
We identified key issues:
- Misaligned influencer collaborations
- Incorrect target audience segmentation
- Over-reliance on short-term visibility
- Lack of cohesive brand identity
- No clear competitive differentiation
The Outcome
Deliverables & Results
We delivered a comprehensive GTM and brand repositioning deck that included:
- Revised target audience with detailed personas
- Clear founder and brand identity separation
- New influencer and UGC strategy
- Platform-specific content direction
- Phased D2C GTM roadmap
The framework provided clarity and confidence to reset the D2C strategy before additional investment.
Need Strategic Clarity for Your Business?
Let's analyze your challenges and build a clear path forward.
Book a Strategy Session