Swisse Hair Strength Woman 50+,
corporate Case Study, Italy
corporate Case Study, Italy
Brand concept & product development, go-to-market strategy
Official product name: Capelli Forti Donna 50+
Official product name: Capelli Forti Donna 50+
- About the project
Launch of an age-specific hair supplement for women 50+, developed for the Italian pharmacy channel to capture the fast-growing nutri-beauty segment.
Type of work: Corporate product launch (end-to-end)
Role: Brand Manager, H&H Group Italy, 2024
Category: Beauty supplements / Pro-age hair support
Type of work: Corporate product launch (end-to-end)
Role: Brand Manager, H&H Group Italy, 2024
Category: Beauty supplements / Pro-age hair support
2. Market Context & Challenge
Italy is one of the fastest-aging markets in Europe, and the nutri-beauty category has been expanding steadily, especially within hair & skin supplements.
Most products in the category were positioned as “for everyone”, while women 50+ had very limited, non-specialised options.
Swisse had a strong hair SKU already, but no dedicated product for this segment, creating a clear gap and a strategic launch opportunity.
Most products in the category were positioned as “for everyone”, while women 50+ had very limited, non-specialised options.
Swisse had a strong hair SKU already, but no dedicated product for this segment, creating a clear gap and a strategic launch opportunity.
2. Scope of Work
• Market & consumer analysis (women 50+)
• Positioning, USP & key claims
• Packaging brief + design approval
• Messaging & copywriting
• Launch strategy (pharmacy + e-commerce)
• Awareness campaign development (TV + digital)
• Media plan definition & approval (awareness-led)
• POS materials for pharmacies (leaflets, counter displays, wobblers
• Cross-functional coordination with R&D, Regulatory, Sales & Trade Marketing
• Positioning, USP & key claims
• Packaging brief + design approval
• Messaging & copywriting
• Launch strategy (pharmacy + e-commerce)
• Awareness campaign development (TV + digital)
• Media plan definition & approval (awareness-led)
• POS materials for pharmacies (leaflets, counter displays, wobblers
• Cross-functional coordination with R&D, Regulatory, Sales & Trade Marketing
3. Key Strategic Moves
-
First age-specific hair SKU in Swisse portfolio -
Premium silver/grey visual identity distinct from core range -
Pro-age, science-based positioning (not “anti-age”) -
Awareness-first media mix (TV + digital → retail & e-pharmacy) - Formula with Ceramosides™, Biotin, Vitamin B6, Ashwagandha
4. Results & Impact
✔ Successful launch in the Italian pharmacy channel & Strong sell-in acceptance
✔ Positive consumer and pharmacist response (early repeat intention)
✔ Awareness uplift from TV + digital campaign (confidential data)
✔ Reinforced Swisse leadership in nutri-beauty
✔ Opened a new 50+ age segment within the portfolio
✔ Positive consumer and pharmacist response (early repeat intention)
✔ Awareness uplift from TV + digital campaign (confidential data)
✔ Reinforced Swisse leadership in nutri-beauty
✔ Opened a new 50+ age segment within the portfolio
Note: This project was executed during Brand Manager at H&H Group assigment.
All commercial data, internal documents and performance metrics remain confidential.
All commercial data, internal documents and performance metrics remain confidential.
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Milan, Italy
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