Who

O’Keeffe’s offers “hardworking skincare” designed for individuals in labor-intensive occupations. Their product line includes hand, foot, lip, and body restorative care, all known for being practical and highly effective.

The Ask

Preform a brand audit to understand the brand opportunity for O’Keeffe’s.

Background

Their audience is the ‘backbone of America’ - blue collar workers, first responders, mothers/family providers. All people who:

Have a no time for B.S. or time to waste attitude
Have a need for extreme skin care relief due to long work hours

The Problem

O’Keeffe's need to break through their restrictive older, blue collar generation mold and broaden their target demographic, appealing to the biggest generation of skincare. Hence the: The Gen-Z Opportunity.

*Gen-Z was shown to purchase the most skin care in 2021 (Statista)

Quals and Quants

Surveyed 107 Respondents- Sent through channels of Facebook, Reddit Skin Care channels, Instagram, and Direct Messaging.
30-minute focus group with four Gen-Z individuals
Nontraditional research - Vanity Tours of Gen-Z (10)

*Vanity Tours as pictured above

The Findings

From our survey and desk research, we discovered that Gen-Z consumers have certain priorities when buying skincare products.

Allowing us to form the Gen-Z Skincare Funnel

Turns out O’Keeffe’s fits Gen-Z priorities more than they know. Expect, when it comes to their packaging. It just does not appeal to Gen-Z consumers.

Beyond that, Gen-Z faces a brand awareness problem. They associate the packaging with construction, boring, and labor.

Gen-Z are more reactive than proactive when it comes to their skincare routines, even more so when it comes to body care — We want to fix that.

Insight

“Treat your [__] like you treat your face.”

hands, feet, elbows, legs

Solution

Borrow from playbooks of other legacy skincare brands that have been ‘rediscovered’. TikTok have made old brands new again: Bag Balm, Ponds, Rose Water.