Client:Vivalis

Reporting level:
Board

Task:
Explain the rapid growth and likely future sustainability of Batiste Dry Shampoo as a new market category product and show how Collection 2000 can grow in the highly competitive and relatively undifferentiated mass cosmetics market.

What we did:

• Assessed the historic and forecasted performance of the Batiste and Collection 2000 brands
• Investigated customer behaviour and frequency of usage and perceptions of both brands
• Examined the UK cosmetics market and the sustainability of the brands
• Assessed distribution channels and competitive threats to Batiste and Collection 2000
• Evaluated brand propositions and values
• Assessed the importance of Batiste and Collection 2000 to key trade accounts
• Reviewed business structure and operations and assessed business plans, including international expansion
• Reviewed key business plan drivers

Result:
Batiste sold to Church & Dwight for £40m and Collection 2000 sold to LF Beauty.

“The work you did clearly identified the brands strengths and opportunities as well as areas for improvement and was of material importance to the disposals of both brands. All parties connected with the process – internal & external stakeholders and prospective purchasers were very impressed with the depth of your understanding of the brands and the independent professionalism shown by you and your team when compiling your reports. I would not hesitate to work with you again.” 

Graham Lynch-Staunton, Managing Director, Vivalis