Our Three Step Process
Reclaiming Brand Ownership Through Science-Driven Positioning For A Hair Care Brand
Our Three Step Process
Reclaiming Brand Ownership Through Science-Driven Positioning For A Hair Care Brand
A Thai personal care brand transformed its dependency on celebrity association by repositioning around a single, credible truth—shifting from borrowed brand equity to science-led trust.
The brand faced a major image challenge: its reputation was closely tied to a single public figure, which created both credibility and risk. When the celebrity’s public perception fluctuated, the brand’s image was directly affected. To address this, the team redefined the core brand truth to focus on the science behind its success—summed up in the line “Hair recovery backed by Thai science.”
This repositioning allowed the brand to maintain social relevance while gradually establishing independent credibility. Even during periods of public scrutiny surrounding the endorser, the brand sustained its market presence through a consistent message anchored in innovation and local expertise.
As a result, the company achieved more stable repeat sales, reduced dependency on high-cost advertising, and strengthened its marketing ROI. With enhanced retail and digital integration across major platforms and outlets, it positioned itself for continued growth in the mid-premium segment and regional expansion into neighbouring CLMV markets.
Significant Numbers
10–15% YoY sales growth in the mid-premium segment
Higher marketing ROI driven by repeat purchase and reduced ad dependency
Expansion readiness for CLMV markets (Cambodia, Laos, Myanmar, Vietnam)
The brand faced a major image challenge: its reputation was closely tied to a single public figure, which created both credibility and risk. When the celebrity’s public perception fluctuated, the brand’s image was directly affected. To address this, the team redefined the core brand truth to focus on the science behind its success—summed up in the line “Hair recovery backed by Thai science.”
This repositioning allowed the brand to maintain social relevance while gradually establishing independent credibility. Even during periods of public scrutiny surrounding the endorser, the brand sustained its market presence through a consistent message anchored in innovation and local expertise.
As a result, the company achieved more stable repeat sales, reduced dependency on high-cost advertising, and strengthened its marketing ROI. With enhanced retail and digital integration across major platforms and outlets, it positioned itself for continued growth in the mid-premium segment and regional expansion into neighbouring CLMV markets.
Significant Numbers
10–15% YoY sales growth in the mid-premium segment
Higher marketing ROI driven by repeat purchase and reduced ad dependency
Expansion readiness for CLMV markets (Cambodia, Laos, Myanmar, Vietnam)
A Thai personal care brand transformed its dependency on celebrity association by repositioning around a single, credible truth—shifting from borrowed brand equity to science-led trust.
The brand faced a major image challenge: its reputation was closely tied to a single public figure, which created both credibility and risk. When the celebrity’s public perception fluctuated, the brand’s image was directly affected. To address this, the team redefined the core brand truth to focus on the science behind its success—summed up in the line “Hair recovery backed by Thai science.”
This repositioning allowed the brand to maintain social relevance while gradually establishing independent credibility. Even during periods of public scrutiny surrounding the endorser, the brand sustained its market presence through a consistent message anchored in innovation and local expertise.
As a result, the company achieved more stable repeat sales, reduced dependency on high-cost advertising, and strengthened its marketing ROI. With enhanced retail and digital integration across major platforms and outlets, it positioned itself for continued growth in the mid-premium segment and regional expansion into neighbouring CLMV markets.
Significant Numbers
10–15% YoY sales growth in the mid-premium segment
Higher marketing ROI driven by repeat purchase and reduced ad dependency
Expansion readiness for CLMV markets (Cambodia, Laos, Myanmar, Vietnam)
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Check our other project case studies with detailed explanations
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Check our other project case studies with detailed explanations