Case Study
Cutting female personal care shelf confusion: creating benefit-led architecture that drives clearer choices & stronger differentiation
The Client
A category-leading FMCG personal care team seeking a simpler, more intuitive, benefit-led portfolio architecture.
The Challenge
- Consumers faced a cluttered, SKU-heavy portfolio with unclear product roles and feature-led messaging, making it hard to navigate, compare meaningful value differentiation and choose with confidence.
The Results
- Identified a clear winning direction: a tiered benefit-forward architecture that boosted clarity, improved shelf navigation, reduced trade-offs and strengthened repurchase intent.
- Landed a universally appealing portfolio concept that felt more personalised, emotionally engaging and easier to choose.
- Stronger customisation cues and intuitive navigation, through semiotic insights to reveal new opportunities to out pace competitors.
Untapped Approach
Create a simpler, intuitive architecture to drive trial, purchase and loyalty → delivered through a 3-day iterative co-creation lab with consumers to build and refine “ideal” architectures in real time.
Identify 1–2 winning hypotheses → using projective tools, prioritisation mapping and Jobs-To-Be-Done “scoring” across multiple architecture routes.
Ensure relevance across diverse consumer groups → layering a cultural-semiotic snapshot to decode category expectations and identify opportunity for differentiation.
“Working with Untapped enabled us to turn portfolio complexity into easy navigation; build a culturally resonant system; design a user-centred experience and unlock confident choices.”
