Paula's Choice - Success Case Study

Paula’s Choice - Success Case Study is a part of the publisher's success and failure case study series. It explores the success of Paula’s Choice in the skincare market, which aims to attract younger consumers by using digital platforms to explain how their products can solve common skin-related issues.

Paula’s Choice has achieved a good reputation by helping consumers to recognize what ingredients will provide good results on the skin and why these ingredients are used in its product formulations. The brand has improved its online presence and has created an online community of advocates.

Scope

• Paula’s Choice was launched in 1995 but has worked out how to adapt its digital strategy to increase brand awareness, especially among younger consumers.
• Paula’s Choice has addressed the consumer need to understand what skin care ingredients are good for.
• Being transparent about what ingredients are used and having a brand refresh has enhanced its brand image and adjusted its product range to consumers' needs.

Reasons to Buy

• Use Our selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Understand the consumer trends related to digitalization and how to attract increasingly informed consumers who demand brand transparency.
• Generate ideas and inspiration for a digital strategy.