Beauty Brand Due Diligence: Pressure Testing a Promising Makeup Brand

When a crisis reveals what was always broken, walking away becomes the insight.

THE CHALLENGE:

A private equity firm was considering investing in a fast-growing makeup brand that had recently faced negative publicity. They needed to know: Is the growth sustainable, and has the brand’s image taken a hit?

THE REMCAL INSIGHTS APPROACH:

As part of the beauty brand due diligence, RemCal Insights conducted virtual interviews with 16 current and lapsed customers and 8 professional makeup artists across the U.S. We explored motivations, product experience, category trends, and expert perceptions.

THE IMPACT:

While bad press hadn’t deeply damaged consumer trust, the research uncovered deeper issues: misalignment with evolving consumer and professional needs. These insights revealed cracks in the brand’s positioning, ultimately giving the firm the conviction to pass on the deal.

16

Consumers

 8

Makeup Artists

2.5

Weeks

Passed on Deal