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Bain Easy Growth

Born for Beauty

#Consumer #Retail #Beauty/Cosmetics
ProHub Comment

This case provides straightforward practice in identifying competitive gaps through data analysis and quantitative sizing. The candidate must recognize that BFB's underperformance in skincare versus competitors represents the key growth lever, then validate the solution through a simple mathematical exercise to confirm revenue targets are achievable.

Estimated Time 15 minutes
Difficulty Easy
Source Duke
50 / 100
Your client is BFB or Born for Beauty, a leading Korean beauty marketplace that sells a variety of Korean cosmetics, including makeup, skincare, haircare, and fragrances. Their biggest market is the U.S., but they also sell in Latin America, Europe, and Australia. Despite being the market leader in the U.S., they have been facing slowing growth in the last few years. BFB is in danger of losing their current market position. The CEO, Sunny Jung, has asked for your help to retain their market leadership and increase sales in the next few years. What should BFB do to improve growth?

Clarifying Information

  1. BFB is primarily e-commerce, with a handful of physical stores. In this growth exercise, they are focused on the US.
  2. They are primarily a distributor, and do not manufacture their own products.
  3. They source 90% of products from Korea and 10% from Japan.
  4. Annual revenues are currently $90m globally, at a growth rate of 4%. Their goal is to double that growth rate.