Reimagine BeBeautiful

Context : BeBeautiful has been HUL’s online publisher to help decode beauty and personal care for
young Indian female consumers. Overtime we have built strong suite of content and become one of
the leading beauty platforms across multiple social media handles to offer solutions on all things
hair, skin and makeup.
There is, however, a need to reinvent ourselves by leveraging new digital capabilities to be far more
intimate with our consumers and offer them what's most suitable for them as per her individual
needs. This will unlock a massive value for consumers and hence create a much deeper engagement
with BeBeautiful.

Ask : We need to think of various consumer engagement points (Website and Social handles (FB, IG,
YT, etc)) as connected ecosystem and provide consumers a personalised journey and experience.
And we need to think about how we integrate HUL’s Beauty and Personal Care brands seamlessly in
this ecosystem. We should be able to:
1. Have the ability to identify consumer in our ecosystem and capture her preferences
2. Be able to offer her the right content and solutions based on her preferences
3. Identify and build in appropriate beauty tech solutions at the relevant touchpoints of
BeBeautiful ecosystem which helps us provide the ultimate beauty experience online to
consumers
4. Seamlessly integrate HUL Beauty and Personal Care brands as solutions

This will unlock a massive value for consumers and hence build a much deeper engagement of
consumers with BeBeautiful and our brands.

Consumer First

Context – Consumers now interact, shop, purchase, recommend across various touchpoints and
there is a seamless shift between engagement/ consideration /shopping. There is a need to develop
an understanding of one view of the consumer across their lifecycle.

Ask – Pick one or more distinct consumer segments (eg. a young urban female, an expecting/young
mother, a working professional etc.) and bring alive a tech solution to unlock

o What’s the consumer view on touchpoints where she/he interacts (with our brands
and otherwise). What are the data points that we can source from each of these
data points? For eg. they might consume content online , use Swiggy to order food,
go to the gym and is into fitness etc. Mark the entire consumer journey, including
various engagements that he/she does (not restricted to CPG choices) and
determine how can we get continuous information from these touchpoints.

o Building on above, how can we determine the customer value / lifetime value . If
these are the journeys that a consumer has, how can HUL (given our portfolio of
products across divisions) be a part of this and how do we bring it alive?

Sensitivity: Internal
 Sizing Opportunity

Context – There are several macro and micro economic indicators that show likely consumption
trend and consumer behavior in the country (eg. GDP growth rate, indicators of sentiment like two
wheeler sales etc.). Basis these aggregated national indicators, we need to estimate how the market
will perform over the coming periods and also model competitors (big/small). We need to
understand granular level details of these indicators for eg. at state level, rural / urban, etc. and
looking at the overall market, we need to understand what do these indicators imply for an FMCG
context.

Ask : Think of HUL portfolio of products and translate how these indicators will translate into
potential opportunities and watchouts in an FMCG context. As you do this,
o De-average the solution to understand how consumers / markets / geographies are
behaving and translate this to implications for FMCG.
o Recommend prioritization of investments in geography / consumer / price segments

Sensitivity: Internal