Kimberly Clark Skincare | Ruby Cha Cha

Kimberly Clark Skincare

Galderma Patient Journey Exploration
July 7, 2017
News DNA Whimn
July 7, 2017

Kimberly Clark Skincare

THE CONTEXT

Kimberly Clark is developing a more structured consumer centric approach to inform product and marketing efforts under the lens of ‘the job to be done’

THE CHALLENGE

Understanding how the job of caring for baby’s skin is being accomplished and the coping mechanisms, products and behaviours that mums use to achieve this

THE JOURNEY

In-home ethnographic observations of mums engaging in daily skincare activities with their babies, including bathing, meal time, changing, etc.

THE RESULTS

Profiling Kimberly Clark’s established segments

Uncovering several ‘human truths of motherhood’

Gaining an understanding of the ‘jobs to be done’ for baby skincare

Uncovering new opportunities for Kimberly Clark in the baby wipes and nappy categories

ABOUT THE AUTHOR:
ELLEN BARON

CEO - Expert in consumer psychology, semiotics, ethnography and the Real Housewives of Melbourne.