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...