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Flevy Management Insights Case Study
Global Growth Strategy for Boutique Cosmetics Brand in the Vegan Market


There are countless scenarios that require User Experience. Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in User Experience to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

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Consider this scenario: A boutique cosmetics company, specializing in vegan and cruelty-free products, is facing a critical juncture where enhancing the user experience has become imperative to its survival and growth.

The organization has seen a 20% decline in online sales over the last quarter, attributed to an oversaturated market and a failure to differentiate from competitors. Additionally, customer feedback points towards dissatisfaction with the online shopping experience, highlighting issues such as navigational complexity and lack of personalized recommendations. The primary strategic objective of the organization is to overhaul the user experience across all digital touchpoints to recapture market share and drive sustainable growth.



The boutique cosmetics company stands at a critical point, where an in-depth analysis reveals that the core issues stem from a lack of differentiation in a crowded market and a subpar digital customer experience. These challenges are exacerbated by internal inefficiencies in leveraging customer data and insights to inform strategic decisions. It's apparent that to navigate out of stagnation, the company must prioritize enhancing the user experience while streamlining its internal processes to become more agile and data-driven.

Competitive Landscape

The cosmetics industry, particularly the vegan niche, is highly competitive and rapidly evolving. Consumer preferences are shifting towards ethical and sustainable products, but the market is crowded with both established brands and new entrants striving for differentiation.

Understanding the dynamics at play:

  • Internal Rivalry: High, due to an influx of new entrants attracted by the growing demand for vegan cosmetics.
  • Supplier Power: Moderate, as the increasing demand for vegan ingredients gives suppliers some leverage, though alternatives are available.
  • Buyer Power: High, with consumers having a wide array of choices and high expectations for product quality and brand values.
  • Threat of New Entrants: High, barriers to entry are relatively low in the online retail space, allowing for new brands to emerge rapidly.
  • Threat of Substitutes: Moderate to high, as consumers could switch to non-vegan options or other forms of skincare and beauty routines.

Trends indicate a shift towards digital channels and personalized shopping experiences. Emerging changes in the industry dynamics include:

  • Digital transformation and online sales dominance, presenting both the opportunity for global market expansion and the risk of increased competition.
  • Consumer demand for transparency and sustainability, offering the chance to build brand loyalty but requiring significant investment in supply chain visibility.
  • The rise of influencer marketing and social media as primary discovery channels, necessitating a strategic approach to digital marketing but also inflating marketing costs.

The STEEPLE analysis reveals that technological advancements and evolving social attitudes towards veganism and sustainability significantly impact the industry. Regulatory changes around animal testing and ingredient disclosure also present both challenges and opportunities for niche cosmetic brands.

Learn more about Supply Chain STEEPLE Competitive Landscape

For a deeper analysis, take a look at these Competitive Landscape best practices:

Competitive Analysis and Strategy (94-slide PowerPoint deck)
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Internal Assessment

The organization possesses a strong brand ethos centered around sustainability and ethical practices but struggles with digital marketing efficacy and leveraging technology to enhance the customer experience.

Benchmarking Analysis against leading competitors reveals gaps in digital user experience, online marketing strategies, and customer engagement. The company's website and social media engagement rates are below industry average, indicating a need for a comprehensive digital overhaul.

The McKinsey 7-S Analysis highlights misalignments between strategy, structure, and systems, particularly in how consumer data is utilized for strategic decision-making. The company's strong shared values around veganism and sustainability are not fully leveraged in its market positioning or customer engagement strategies.

A Gap Analysis indicates significant discrepancies between current capabilities in digital marketing and e-commerce and where the company needs to be to effectively compete. There's a clear need for investment in technology and talent to close these gaps.

Learn more about Customer Experience McKinsey 7-S User Experience

Strategic Initiatives

  • Digital User Experience Overhaul: To redefine the online shopping experience, making it more intuitive, engaging, and personalized. This initiative aims to increase customer satisfaction and online sales conversions. The value creation lies in enhanced brand loyalty and increased average order value. This will require resources in UI/UX design, web development, and data analytics.
  • Agile Marketing Strategy Implementation: To develop a dynamic, data-driven marketing strategy that can quickly adapt to market changes and consumer preferences. The intended impact is to increase market responsiveness and customer engagement. Value will be created through targeted marketing efforts leading to higher conversion rates and customer retention. This initiative demands investment in marketing technology tools and training for the marketing team.
  • Supply Chain Transparency Project: To increase visibility throughout the supply chain, ensuring all products meet the highest standards of sustainability and ethics. This will strengthen the brand's value proposition and differentiate it in a crowded market. The expected value lies in increased consumer trust and brand loyalty. This will require resources for supply chain auditing, certification, and possibly blockchain technology for traceability.
  • Customer Data Platform (CDP) Integration: To centralize customer data from various touchpoints, enabling more personalized and effective marketing and customer service. The impact will be a more personalized user experience and improved customer lifecycle management. The source of value creation comes from increased customer lifetime value. Resources needed include technology investment in a CDP and training for the marketing and customer service teams.

Learn more about Customer Service Value Proposition Customer Satisfaction

User Experience Implementation KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


Without data, you're just another person with an opinion.
     – W. Edwards Deming

  • Online Sales Growth: Measures the effectiveness of the digital user experience overhaul and agile marketing strategy.
  • Customer Satisfaction Score (CSS): Gauges the impact of improved user experience and personalized engagement on customer satisfaction.
  • Supply Chain Transparency Index: Assesses the success of efforts to increase supply chain visibility and ethical standards.

These KPIs provide insights into the effectiveness of strategic initiatives in driving business growth, enhancing the customer experience, and reinforcing the brand's market position. Tracking these metrics will enable the company to make data-driven decisions and adjust strategies as needed.

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User Experience Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in User Experience. These resources below were developed by management consulting firms and User Experience subject matter experts.

User Experience Deliverables

These are a selection of deliverables across all the strategic initiatives.

  • User Experience Redesign Plan (PPT)
  • Agile Marketing Playbook (PPT)
  • Supply Chain Transparency Report (PPT)
  • Customer Data Platform Implementation Roadmap (PPT)

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Digital User Experience Overhaul

The team utilized the Customer Journey Mapping framework to enhance the digital user experience comprehensively. This framework, which visualizes the process customers go through to engage with a company, proved invaluable for understanding and improving the myriad touchpoints a customer has with the brand online. It allowed for a holistic view of the customer's online experience, identifying pain points and opportunities for enhancement. The implementation process involved:

  • Mapping out all existing customer touchpoints across the website and mobile platforms, from initial discovery to post-purchase support.
  • Conducting customer interviews and surveys to gather feedback on their experiences at each touchpoint.
  • Identifying key areas of frustration and delight, using this data to prioritize redesign efforts.

Additionally, the Value Proposition Canvas was employed to ensure that the website redesign accurately reflected the needs and wants of the target customer segment. This tool helped in aligning the product offerings with customer expectations and desires, making the digital experience more intuitive and satisfying. The team:

  • Outlined the customer profiles, including their jobs, pains, and gains, to better understand their motivations.
  • Adjusted the website's content and user interface to directly address the customer's primary needs and remove points of friction.
  • Implemented personalized recommendation algorithms to suggest products aligned with the customer's past browsing and purchasing behavior.

The results of implementing these frameworks were a significant improvement in the online customer experience, as evidenced by a 30% increase in customer satisfaction scores and a 25% uplift in online sales. The website became not just a sales platform but a comprehensive digital experience that effectively communicated the brand's values and engaged customers at every step of their journey.

Learn more about Customer Journey

Agile Marketing Strategy Implementation

For the agile marketing strategy initiative, the organization adopted the Scrum framework, traditionally used in software development but increasingly applied in marketing contexts for its flexibility and focus on delivering customer value quickly. Scrum facilitated the marketing team's shift to a more iterative, responsive approach to campaign development and execution. The process included:

  • Organizing the marketing team into small, cross-functional groups, or "scrums," each with specific campaign goals.
  • Implementing short, focused work cycles called "sprints," where each team developed and tested new marketing tactics.
  • Reviewing campaign performance at the end of each sprint and adjusting strategies based on real-time data and feedback.

Concurrently, the team used the Customer Segmentation framework to tailor marketing messages and channels to specific customer groups. This approach ensured that marketing efforts were highly targeted and effective. The steps taken were:

  • Identifying distinct customer segments based on purchase history, demographics, and online behavior.
  • Developing customized marketing strategies for each segment, focusing on the most relevant channels and messages.
  • Monitoring engagement and conversion metrics by segment to continuously refine and optimize marketing approaches.

The combination of Scrum and Customer Segmentation frameworks led to a more dynamic, effective marketing strategy. Campaigns were more closely aligned with customer needs and market trends, resulting in a 40% improvement in campaign ROI and a 20% increase in customer engagement metrics.

Learn more about Agile Customer Segmentation

Supply Chain Transparency Project

The organization employed the Triple Bottom Line (TBL) framework to guide its Supply Chain Transparency Project. TBL, which emphasizes social, environmental, and financial considerations, was instrumental in evaluating and improving the sustainability and ethics of the supply chain. The team:

  • Assessed suppliers based on their environmental impact, labor practices, and economic performance.
  • Developed a scoring system to rate suppliers and prioritize those that met the company's stringent criteria for sustainability and ethics.
  • Worked closely with selected suppliers to improve practices and ensure transparency in sourcing and production processes.

Additionally, the organization utilized the Theory of Constraints (TOC) to identify and address the most critical limitations in achieving supply chain transparency. By focusing on the weakest links in the supply chain, the company was able to make significant improvements efficiently. The process involved:

  • Identifying the biggest barriers to transparency, such as lack of supplier data or inadequate tracking systems.
  • Implementing targeted solutions, like developing a blockchain-based tracking system for key ingredients.
  • Regularly reviewing the supply chain process to identify new constraints and areas for improvement.

The application of the TBL and TOC frameworks significantly enhanced the transparency and sustainability of the supply chain. This led to a stronger brand reputation, as evidenced by a 50% increase in positive brand mentions related to sustainability and ethics. Furthermore, the company saw a 15% increase in customer loyalty, demonstrating the value of ethical business practices in building customer trust and engagement.

Learn more about Customer Loyalty Theory of Constraints

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Key Findings and Results

Here is a summary of the key results of this case study:

  • Customer satisfaction scores increased by 30% following the digital user experience overhaul.
  • Online sales experienced a 25% uplift post-implementation of the digital user experience enhancements.
  • Agile marketing strategy led to a 40% improvement in campaign ROI and a 20% increase in customer engagement metrics.
  • Supply chain transparency efforts resulted in a 50% increase in positive brand mentions related to sustainability and ethics.
  • Customer loyalty saw a 15% increase, attributed to enhanced supply chain transparency and ethical practices.

The boutique cosmetics company's strategic initiatives have yielded significant improvements across key areas, notably in customer satisfaction, online sales, marketing efficiency, brand reputation, and customer loyalty. The 30% increase in customer satisfaction and a 25% uplift in online sales directly address the initial challenges of declining sales and customer dissatisfaction with the digital experience. The agile marketing strategy's success, evidenced by a 40% improvement in campaign ROI, demonstrates the effectiveness of adopting flexible, data-driven approaches in a highly competitive market. However, while the supply chain transparency project significantly enhanced the brand's reputation and customer loyalty, the report does not quantify the direct impact on sales or cost implications of these efforts. This oversight suggests a potential area for further analysis, considering the balance between ethical practices and financial performance. Additionally, the integration of customer data platforms and the effectiveness of personalized recommendations were not explicitly measured, indicating a gap in the evaluation of customer engagement and retention strategies.

Given the results, the company should continue to refine its digital user experience and agile marketing strategies, focusing on leveraging customer data to drive personalization and engagement further. It is recommended to conduct a detailed cost-benefit analysis of the supply chain transparency efforts to ensure they contribute positively to the bottom line. Exploring partnerships with emerging technology platforms could enhance the efficiency and impact of these initiatives. Additionally, expanding the use of analytics to measure the effectiveness of personalized recommendations and customer engagement tactics will provide deeper insights into customer behavior and preferences, informing future strategic decisions.

Source: Global Growth Strategy for Boutique Cosmetics Brand in the Vegan Market, Flevy Management Insights, 2024

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