💄🏋️‍♀️ L'Oréal - Unlocking Whitespace at the Crossroads of Beauty and Fitness

Client: L’Oréal (via Canvas8), 2023
Role: Lead Cultural Strategist
Services: Trend Research, Whitespace Mapping, Persona Development, Strategic Insight

The Challenge

L’Oréal wanted to better understand the growing convergence of fitness and beauty - an emerging space reshaping consumer expectations, rituals, and aspirations. The goal: identify whitespace opportunities, inspire product innovation, and guide strategic investment in a rapidly evolving landscape.

Strategic Focus

As lead strategist, I oversaw an insight-led exploration of the beauty x fitness intersection, managing a global, multi-method research process. My contribution included:

• Directing desk research teams across London, the US, and China to surface macro trends, cultural tensions, and behavioural shifts

• Leading two original surveys to validate emerging themes and gather attitudinal data

• Interviewing an internal stakeholder to embed business context and internal needs

• Developing audience personas that translated research findings into distinct opportunity spaces

• Creating compelling strategic deliverables to inform cross-functional teams—from innovation to product development

The research was built to inspire, with clear implications for how L’Oréal can lead the next wave of fitness-aligned beauty innovation.

Impact

The final deliverables provided L’Oréal’s global teams with a future-facing view of consumer desires and market whitespace offering a strategic toolkit to guide product development, marketing, and long-term investment. The personas and trends unearthed helped position L’Oréal to meet the needs of tomorrow’s fitness-forward beauty consumer.

Want to Find the White Space That Will Define Your Brand’s Next Chapter?

I work with leading brands and agencies to map emerging cultural intersections, decode consumer behaviour, and surface opportunities for meaningful innovation. If you’re looking to connect the dots between trends, insights, and future-facing strategy, get in touch.