In collaboration with Bake/shift & Ipsos, research showed that 40% of the Belgian women were informed about Mylene’s webshop, but 60% of them were existing brand users. In order to target these women correctly and boost e-sales, they were divided into different categories/personas. With this future-proof approach in mind, a rebranding and repositioning strategy was proposed and executed.

Next to the optimisation of the user experiences, the rebranding campaign took off with awareness as its main goal: Mylène is still alive and kicking and happy to invite you to its webshop! The next phases followed our trusted see-think-do-care model, meaning: the strategy was translated into a creative campaign, leading us towards the message: “Ja, je straalt”. This because the main brand value stands for beauty, inside & outside.