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Medium Growth Strategy New Product Launch Market Sizing

A B-e-a-utiful Case

#Consumer Goods #Beauty #Skincare
ProHub Comment

This case tests the candidate's ability to structure a profitability problem using internal/external growth frameworks, conduct market sizing analysis, and synthesize findings into a strategic recommendation. The case progresses logically from framework development through brainstorming to quantitative analysis, requiring both strategic thinking and quantitative rigor.

Estimated Time 15 minutes
Difficulty Medium
Source Duke
50 / 100
SkinDeep is a U.S based skincare company headquartered in Austin, TX. SkinDeep currently offers a wide variety of skincare products such as face wash, face lotion, sunscreen, lip balm, makeup remover, etc. The brand is considered to be high end/luxurious but reasonably affordable. The company primarily serves women between age group 20 – 65. Recently, the company has been trying to answer the following question: What is the best strategy to grow profits?

Clarifying Information

  1. Company manufactures and sells all products in the U.S. only, but is open to expanding abroad
  2. Products are currently sold exclusively online
  3. The skincare industry is currently experiencing growth, specifically the natural skincare segment
  4. SkinDeep is open to the idea of launching a new product as a way of growing if it translates to at least a 10% growth in the existing profit base; no budget/capital constraints
  5. 2018 profit was $600M