Case Study

Personal Care Brand

eCommerce and direct-to-consumer strategy for Europe, USA and China.

Personal Care Brand

eCommerce and direct-to-consumer (D2C) strategy for Europe, USA and China for a global personal care brand.


In 2017, a global personal care brand engaged Javelin Group to define its digital vision, with particular emphasis on its direct-to-consumer strategy in light of the recent market entry of disruptive players.


Javelin Group conducted detailed market sizing and forecasts for key online markets (US, China and EMEA), and used profit pool analysis to identify areas of opportunity, prioritising areas of focus to 2021.

Having established the potential size of the prize and understood the state of current capabilities, existing direct-to-consumer models were analysed and potential propositions for the client were scoped.

The final deliverable was a financial business case (both for a direct-to-consumer proposition and ecommerce improvement) and the operating model to deliver it.

Find out more about Javelin Group’s Digital Strategy for Brands service line.

Contact  Amy

Contact Practice Director

Amy Meekings

Associate Director, Strategy

Amy Meekings is an Associate Director within Javelin Group’s Strategy practice. She has 10 years of digital transformation experience, and has spent the last 5 years focused in the retail and consumer sector with Javelin Group. Her experience focuses on omni-channel, ecommerce and digital strategy for a range of retailers, brands and consumer facing businesses including Unilever, Shop Direct, LEGO, Blokker, Post Office and RAC. Prior to joining Javelin Group, Amy worked on over 35 projects within the strategy teams at RSe Consulting and Tribal Group focusing on customer-led transformation. She graduated from Keble College, Oxford with a First-class BA (Hons) in Geography.