IDUN Minerals
IDUN Minerals is a Swedish beauty brand focused on vegan, hypoallergenic and sustainable skincare, haircare and makeup. Despite their strong sustainability profile, they lacked a clear target audience, consistent brand communication and a strategy to increase e-commerce sales.
Our assignment was to analyze IDUN's current situation and propose measures to strengthen the brand and increase profitability.
Challenge
How can IDUN differentiate itself in a competitive beauty industry, where they are on the border between budget and luxury, and at the same time communicate their sustainability work more clearly to gain customers' trust?
My focus
Implemented a Business Model Canvas (BMC) and a Value Proposition Canvas (VPC) to map IDUN's business model, target groups and value proposition.
Contributed to SWOT analysis and current situation analysis with focus on customer segments, competition and sustainability profile.
Developed data on how IDUN can use its sustainability profile as a differentiating factor.
Participated in the development of business proposals and the presentation to IDUN.
Process and method
We combined business analysis and UX methods:
Research: study visit to Åhléns and pharmacies, review of IDUN's sustainability reports and lecture from the company.
Analysis: SWOT, PESTEL, Kotler's 4P, Porter's 5 forces.
Business mapping: BMC - Business Model Canvas and VPC - Value Proposition Canvas to identify strengths, weaknesses and growth opportunities.
Concept development: development of three concrete action proposals.
Results
We presented three main proposals to IDUN:
Clone Molina – Their only field salesperson at the moment. Our proposal was to expand the field salesperson operations to strengthen the relationship with dealers and customers.
New slogan: “Clean and Conscious” – to more clearly communicate IDUN's core values around sustainability and cleanliness.
Kits & Bundles – develop product packages for e-commerce, such as seasonal promotions and customized starter kits.
In addition to this, we developed further action proposals, including: strategic collaborations, for example with Dermarome, which is Sweden's leading agency in skin care and make-up, an updated web strategy and increased visibility in traditional media, such as TV4 Nyhetsmorgon.
Lessons learned
The project gave me insight into how to use business analytics to create strategic proposals that both strengthen a brand and increase profitability. I developed my ability to work with tools such as BMC and VPC and gained experience in combining business development with a sustainability focus and customer-centric design.