Procter & Gamble
Global Cosmetics Semiotics
Agency: Space Doctors - UK.
The Challenge: To help P&G’s innovation/R&D team through identifying new conceptual ideas and new language that the P&G brands can use across their marketing.
Methodology: Semiotics of Culture.
Performance: Leading to a new positioning for the P&G brand (Dolce&Gabbana) in cosmetics.
The central benefit of Semiotics is that the directions for innovation on communication, product, packaging, arise from the study of consumers’ experiences and lifestyles.