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Industry / Company
P/E Owned
Personal Health Care
Total Line Restage. Fast-Acting Relief.
P/E Owned OTC Health Care: Total Line Restage Accelerates Attractive Exit
CHALLENGE
- P/E-owned company focused on Topical Analgesics and Skin Care developed breakthrough technology for cold sore treatment
- Proliferation of products, brands, and sub-brands yielded an unmanageable multi-category portfolio and hindered market potential for innovative technology
- LPA engaged by P/E owner & CEO to develop positioning platform that would transcend product categories and unify line-up under one brand name
SOLUTION
- LPA recommended a total line restage, based on in-depth landscape assessment and fast, but highly actionable consumer research
- The restage included a sharper target audience and insight and reflected macro trends and an opportunity to gain competitive advantage.
- New platform included:
- Fusion of science + nature
- Pharmacist heritage
- (leverage roots) Value play
RESULTS
- Quant testing supported significant upside potential behind total line restage and proposed positioning
- CEO and P/E owner with LPA expert guidance activated with speed, leveraging package redesign partner recommended by LPA with excellent customer response to sell in
- P/E owner sold company to Japanese conglomerate, well ahead of planned transaction timing
- LPA participated in presentation to buyer, sharing the total line restage, new consumer insight, quantitatively confirmed concept, and in-market execution
Client Feedback
“LPA led a major brand revitalization with a portfolio company that resulted in positive impacts across the board — from consumers + retail partners to a [favorable transaction]. Leonora and her team – research and creative partners — worked well with company leadership & made a big impact quickly.”