• Consumer proposition
  • Segmentation strategy
  • New brand development

This Works is a premium aromatherapy brand founded by former Vogue beauty editor, Kathy Philips, and recently acquired by a VC group with ambitions for strong growth. Passionbrand were briefed to explore the potential of existing and new customer segments and to develop an overarching customer proposition. The breakthrough came with the realisation that you never see ‘aromatherapy’ and ‘contemporary’ in the same box. Well, now you do.

Modern, natural beauty’ now defines the brand – and the space for innovation.