Background
The legendary cosmetics and skincare brand Dermacol was founded in 1966 at the Barrandov Film Studios, and has gone on to gain recognition as far as Hollywood. Today, it exports its products to dozens of countries worldwide while remaining under local ownership in the Czech Republic.
In its marketing, Dermacol leans on a mix of tradition and family values. Alongside well-known local ambassadors, the brand has recently featured the owners’ daughters to highlight its genuinely family-run character.
Pain Point
The Dermacol team needed confirmation that this strategy would continue to be effective and resonate with what customers truly desire. The primary question centered on the strength of their current proposition.
The team was concerned that competitors might be outperforming them in crucial areas, potentially threatening their otherwise excellent market position.
Therefore, they decided to explore the market using Behavio's market tracking.
Behavio's Insight
Market tracking delivered findings that were both reassuring and strategically valuable.
It showed that although rivals might be perceived more strongly in certain attributes, these are often marginal factors for customers when choosing cosmetics.
Dermacol successfully communicates its identity as a Czech brand. However, since less than a third of the population demands this attribute, the brand realized it could focus more intensely on messages that truly resonate with consumers.
Crucially, Dermacol was not lagging behind in key factors decisive for over 80% of customers, such as "excellent price-quality ratio," "long-lasting effect," and "brand reliability" – in fact, the opposite was true. The brand was ahead of most competitors.
Outcome
Based on the market tracking results, Dermacol verified that its strategy rests on solid foundations and that it doesn't need to fear competition in areas that are not important to customers.
The Dermacol team was so satisfied with the data, hey decided to deepen their cooperation with Behavio, adding pre-testing of advertising campaigns to their market tracking to ensure that their future communication would also be maximally effective.
