Stakeholders:

• LUSHA

• California College of the Arts

Background:

The beauty market is becoming increasingly diverse, but major retailers only give ethnic brands a fraction of their total shelf space nationwide. LUSHA is a retail brand that aims to make makeup and beauty more representative while prioritizing accessibility and mobility as core values.

The Challenge:

LUSHA has conducted a year of market validation through make-up vending machines and pop-up markets. They are seeking recommendations for revenue channels, value propositions, and customer personas to help them develop their go-to-market strategy.

The Solution:

Through a comprehensive evaluation of LUSHA’s current brand as well as market insight research, we developed a revised customer journey map, personas, and brand positioning statement to inform our recommendations for LUSHA’s go-to-market strategy.

My Contribution:

I served as lead researcher and strategist on this project. My responsibilities included generative and evaluative research and synthesizing pivotal insights, with specific focus on developing business model matrixes and revenue models. The deliverables included a final presentation, and an executive summary of recommendations to support their go-to-market strategy.

The Impact: Our recommendation is that LUSHA pivot from focusing on pop-up and vending machine retail to an e-commerce and brick-and-mortar strategy in Q3 of 2023. As LUSHA prepares for a go-to-market launch, the assets we created will be support them validating their concept and gaining more support and brand awareness.

Key Skills:

• Customer Journey Map

• Market Insights Research

• Developing Personas

• Prioritization Matrix

• Business Model Matrix

• Revenue Models

• Brand Positioning