Beauty Tech · Early Stage · Brazil
How to launch a luxury cosmetic with no positioning, no channel and no brand narrative
From diagnosis to the launch of Night Skin, by Skin Essentials: strategy, brand, product structure and go-to-market plan.
2–3 month project · Illustrative figures
The process — from diagnosis to launch
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01
Strategic Diagnosis
- Full SWOT
- Market analysis
- B2B benchmarking
- Persona definition workshop
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02
Positioning & Value Proposition
- Positioning framework
- Value proposition by segment
- Channel segmentation
- Brand narrative
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03
Product Structure
- Night Skin Business Plan
- Client line template
- Identity and assets
- Pricing model
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04
Launch Plan
- E-commerce implementation plan
- Go-to-market readiness checklist
- Internationalization plan
- Financial scenarios
What was discussed and delivered
Complete Business Plan
- Mission, vision, values and positioning
- SWOT and B2B benchmarking
- Financial model in 3 scenarios (conservative, moderate, optimistic)
- Scale roadmap and operating plan
Positioning Framework
- Value proposition and differentiators against B2B competitors
- Applied to product, brand and content
- Brand narrative and key messages
- Visual identity and brand guidelines
Persona Definition Workshop
- Facilitated workshop with the team
- 3 personas with pains and expectations
- Priority channels and approach per persona
Launch Plan
- E-commerce implementation plan
- Go-to-market readiness checklist
- Internationalization plan
- Loyalty and expansion model
Result: a clear strategy and an executable plan for Night Skin's first commercial phase.
* Illustrative figures, kept confidential — structure based on a real project.
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