UNDERSTANDING THE MEANING OF BEAUTY
TEAM CO-LEAD (CHINA), CHESKIN ADDED VALUE
CHASING BEAUTY Our client P&G, the world’s eighth largest corporation, serving more than 180 countries, had traditionally seen beauty through a personal care product category lens. The Cheskin team sought to create a tool for innovation that allows diverse audiences to understand the meaning of beauty and apply it to new or existing categories, brands and products.
CREATING A MULTIDIMENSIONAL MODEL OF BEAUTY As the team lead for the China market, we set out to understand the boundless subject of beauty by triangulating learnings from a wide range of methodologies. Through management interviews, digital diaries, “extreme expert” interviews (runway model, feminists, design gurus, Buddhist monk -- to name a few) and ethnographies (using the Chinese generational model we developed), we constructed a unique, holistic framework of beauty. We created an immersive installation of compelling narratives, experiential platforms and mindsets using videos and artifacts to represent archetypes aimed at an expanded global vision of beauty.