Consumer Goods

The consumer goods industry is undergoing a profound transformation.
Consumers are increasingly driven by purpose, global competition is intensifying, and AI is reshaping behaviours and consumption patterns. Disruptive technologies—from robotics and marketing digitalisation to blockchain and 3D printing—are redefining business models. At the same time, sustainability has become central to strategic decision-making.
In this context, how can companies confidently navigate such sweeping change?

Go-To-Market Strategy Beauty & Cosmetics

How we support
our clients

We work alongside our clients to confidently navigate the profound transitions and disruptions reshaping their industries.
Our approach: identifying distinctive capabilities, defining the right playing fields, and designing bold, tailored strategies to help them actively shape the transformation of their sector and value chain.

For over 20 years, we have supported a wide range of players—from large corporations and mid-sized companies to cooperatives and industry associations—across the food and beverage sector (grocery, fresh and ultra-fresh products, drinks, wine and spirits), hygiene and beauty, non-food consumer goods, and luxury.

Our interventions span a broad range of strategic and operational topics, including:

Brand strategy, positioning, and portfolio management
Accelerating international growth through alliances and expansion into both mainstream and alternative distribution channels
Road-to-market strategies
Digital transformation of marketing and commercial operations
Commercial and trade strategies
Development plans
Strategic planning
Strategic due diligence and post-merger integration
R&D and innovation strategy
Industrial operational excellence
Sourcing strategy
Product value risk management
Implementation of new managerial practices across industrial and logistics sites

With deep-rooted expertise in both Consumer Goods and Retail—two of its historical sectors since its founding in 2001—Kea has established itself as a leading consulting player in the market. In France, these sectors account for 50% of the firm’s revenue.

Our
capabilities

Go-To-Market
Strategy

Companies face a critical challenge: delivering the right offer, in the right place, at the right price, at the right time. Distribution strategies and commercial performance are often key drivers of growth. While having a clear vision is essential, transforming sales and distribution models must go hand in hand—with careful anticipation of the associated shifts in roles, behaviours, and organisational culture.

These are long-term transformation challenges we help our clients tackle—both in France and internationally.

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We support our clients across all dimensions of their go-to-market strategies: from market definition and customer segmentation, to offer design and positioning, pricing, distribution strategy, and customer journey design.
Our approach leverages deep expertise in each of these domains—sales, marketing & brand positioning, and distribution—alongside robust B2B and B2C benchmarks.

FERMER

Beauty
& Cosmetics

A Dynamic Balance of Mass Market, Science, and Luxury

A fast-moving, experimental playground where industry players evolve at breakneck speed.

A flagship of the French economy, the beauty sector—broadly defined—encompasses skincare, makeup, hygiene and haircare products, as well as fragrance.
It is a pioneering market and a multifaceted testing ground:

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For its relentless pace of innovation, driven by fashion and lifestyle codes—seasons, trends, capsule collections, colors…
For its scientific depth, inspired by pharmaceutical standards, with advanced R&D aimed at enhancing the consumer experience and the rise of “cosmeceuticals”.
For its leadership in mass market reinvention, with massive adoption of new sales channels through influencers, social media, and the ever-popular beauty tutorials.

New branding, influence, and sales models—often at odds with the values of diversity and sustainability claimed by the brands themselves—have lowered barriers to entry and turned the sector into an intensely competitive arena.
Brands now emerge, scale, and disappear at a breakneck pace, pushing all players, regardless of size, into a state of constant transformation.
Kea brings its distinctive expertise in strategic, cultural, and technological transformation to help them navigate this ongoing evolution.

Our Work with Beauty & Cosmetics Players

Responsible Transformation is our entry point into the sector. Whether independently or with select partners, we support our clients in addressing key challenges:

Agile Marketing and Innovation-to-Market
Evolution of operating models (“Positive Operating Models”, sourcing, traceability…)
Organisational and governance transformation
Digitalisation of business models and the shifting centres of gravity in influence and consumption

FERMER