The Brief
Problem statement
The brand wanted to unlock levers of growth it was underplaying across D2C, marketplaces and quick commerce.
Approach
What we did
- Conducted consumer research to understand brand perception and portfolio strength
- Conducted secondary research to map the category landscape and assess the strength of Kiro's positioning
- Analysed customer data and ran heatmap analysis to understand the customer base, demography and behaviour
Strategy
Growth recommendations
- Found that Kiro's 'clean beauty' positioning had been diluted by heavy reliance on discount-led advertising — recommended solidifying it through social and influencer seeding
- Found that while Kiro focused on Indian skin tones, its communication leaned toward fairer tones — rebuilt this through the right collaborations and visuals
- Built a communication stack for the D2C website, marketplaces (Amazon and Nykaa) and quick commerce
- Built the TOF–MOF–BOF communication stack for Meta and Google advertising
Outcome
Results
- Significant improvement in click-through rate and overall website conversion rate
ENTANGLED