Reframing Value Without Touching the Product – Beauty Brand x AIM
Challenge:
A premium beauty brand was struggling to justify its pricing. Consumers appreciated the quality but hesitated at the shelf — price was becoming a barrier.
What we did:
Through AIM, we re-examined the product’s perceived value, claims, and narrative hierarchy. The formula and packaging stayed the same — but we reframed the messaging to resonate with deeper emotional triggers.
Impact:
Perceived value increased by +18%.
Purchase intent grew significantly in WTP testing, and sales improved without any discounting strategy.
A strategic shift — without changing the product.