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E: request@thebespokeadvantage.com

Join Our Team

+44 (0)20 3332 0343

E: request@thebespokeadvantage.com

Market-Entry into UK and Europe, for Ayurvedic Beauty Brand

Success Highlights:

  • Developing a market-entry strategy for a leading Ayurvedic brand recognised globally in the holistic and wellness category, for the UK and Europe.

 The Issues

The brand had already entered the market via a franchisee model and had opened over 100 stores globally. Despite entering the UK market, the brand wasn’t building brand exposure, to ensure they were reaching target consumers and driving sales. The name “Ayurveda” is derived from two words in Sanskrit, “ayuh” meaning “life” or “longevity” and “veda” meaning “science” or “sacred knowledge.” Ayurveda’s definition translates as “the science of longevity” or “the sacred knowledge of life.” At its root, Ayurveda is a holistic tradition and way of living that can help each of us to celebrate our capacity for wellness. The number of Ayurvedic beauty brands has been growing over the past few years in the UK, as we become more aware of the importance of achieving balance.

Our Approach and Results

Immersion

  • We needed to gain a clear understanding of the business internally and externally. We started by interviewing key stakeholders to gain clarity on the brand. We also reviewed their business models and conducted store visits in their home market.

Market Review

  • After understanding the business, we reviewed the marketplace to identify where their
    opportunities lay in each market.
  • We conducted a SWOT, PEST analysis, Gap analysis of the brand in the UK.
  • We conducted a competitor analysis of their top 10 competitors and visited competitor brands in key locations in London as well as visiting the brand’s stores.

Go to Market Strategy

  • With an understanding of the business, the marketplace, competitors and through identifying gaps and opportunities in their range, we proposed a go-to-market strategy for the brand in the UK and Europe.
  • We conducted a SWOT, PEST analysis, Gap analysis of the brand in European beauty markets – Germany, France, Italy and Spain.
  • We deep dived into their competitors in each market, identifying how their competitors entered each market, and where the Ayurvedic Brand’s point of difference was, how to enter the market, and how to reach their customers.
    We reviewed and advised on their pricing strategy for the UK and Europe.
  • We advised on which of their products were best suited for each market.
  • We identified two key markets for them to prioritise, conducting a deep dive into each
    market through reviewing macro and micro trends, retail trends, identifying their ideal retail partners and consumer preferences in each market.
  • We reviewed their marketing and their messaging and advised them on how to adapt their marketing to reach their target consumers in each market.
  • We presented our findings back to our client along with our recommendations on which market to enter first, and the ways in which to enter those markets.

 

Working with Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – in developing and growing their brands across the beauty and wellness marketplace. If you are looking to launch a beauty or wellness brand or you are looking for support in expanding your brand across markets, GET IN TOUCH.

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Strategic Beauty. Global Expertise.

Bespoke Advantage is an international beauty brand consultancy. We support you with translating your blue sky thinking into reality. From brand identity and visual language to product development and go-to-market strategies we provide you with a seamless, turnkey service.
We are proud to work alongside a diverse portfolio of clients across the globe—from the Middle East, Asia, Africa, Australia, North America, and Europe – including visionary entrepreneurs, multi-award-winning brands, investors, retailers, trade bodies, and embassies.

By partnering with us you will come to realise that we shine a global lens on every brand we collaborate with, and our insights are underpinned by creativity, commerciality and deep industry expertise.

If you’re ready to build something remarkable, get in touch, we would love to hear from you.

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Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Director, International Markets, TIQ, Queensland
‘I have been working with Janet and her team at Bespoke Advantage for over a year and my experience has been nothing short of excellent. My dream of developing a brand is coming to life with Janet’s expertise and her team’s patience and perseverance. Janet is organized and delivers on what she promises. As I set out on a mission to develop a brand, I quickly learned that there are details that I would not be able to manage without the Bespoke team. From packaging to branding, testing and compatibility, developing a brand requires a team that has experience. Janet and her team are wonderful to work with since they have the experience and the understanding of how to build a brand that will be attractive to the consumer. Janet never makes decisions without my approval and always listens to what my vision is for the brand. They are working toward making my dream come true. I highly recommend Bespoke Advantage to help anyone who is looking to develop a brand.’
Wellness BrandFounder & CEO
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
Founder, Standard Procedure
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
MD, Global Travel Retail Company
“Pop up started yesterday with everyone raving about how nice our branding/packaging looks!”
FounderSkincare Brand
“It has been an absolute pleasure to work with you and your team. Thank you for the excellent work. I am very pleased to see the outcomes are starting to flow through and demonstrate the return on the investment.''
Foreign EmbassyHead of Trade
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
Senior trade advisor, Enterprise Ireland
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
Buyer, M&S, London
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
General Manager, Harvey Nichols, Al Tayer Group, Dubai
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’
Founding Member, BeautytoLife, Bridgette
“Thank you Janet and Team, we thoroughly enjoyed the presentation, and the quality of your materials is outstanding!''
Alive Bodycare CEO