Detector: From communication that delivers a message to one that drives emotions and delights

This paper explains how ESIKA, the beauty brand owned by Belcorp, mixed traditional and neuroscience research methods to improve the performance of its catalog in Latin America.

Detector: From communication that delivers a message to one that drives emotions and delights

Sandra Bellina and José Antonio BalbinBelcorp and INVERA

Introduction

ESIKA, the leading brand in DS (Direct Selling) in several countries in LA and the largest of Belcorp's brands, has been facing a more aggressive competitive environment in the past two years due to: 1) a proliferation of beauty brands in DS, and 2) the fast expansion of Retail in LA with a better shopping experience. In this context, Belcorp needs ESIKA to win amongst their consumers through a differentiated and relevant value proposition, and a...

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