What factors are causing Coty's Rimmel London foundation line to receive lower customer satisfaction scores compared to last year?

Introduction

Rimmel London's foundation line, a cornerstone of Coty's cosmetics portfolio, is facing a concerning decline in customer satisfaction scores compared to last year. This issue demands a thorough investigation to identify the root cause and develop effective solutions. I'll approach this analysis systematically, examining both internal and external factors that could be impacting customer perception and product performance.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a seasonal component. Has this decline been consistent throughout the year, or did it start at a specific time?

Why it matters: Seasonal patterns could indicate external factors or changes in customer behavior. Expected answer: The decline started in the last quarter. Impact on approach: If seasonal, we'd focus on recent changes or market shifts.

• Considering product lifecycle, I'm curious about the age of this foundation line. Has it been on the market for a while, or is it a relatively new product?

Why it matters: Product age can influence customer expectations and market positioning. Expected answer: The line has been available for 3-5 years. Impact on approach: An older product might need reformulation or rebranding.

• Thinking about market dynamics, I'm wondering if there have been any significant competitor launches or marketing campaigns recently?

Why it matters: Competitor actions can significantly impact customer perceptions and expectations. Expected answer: A major competitor launched a new foundation line with innovative features. Impact on approach: We'd need to assess our product's competitiveness and unique value proposition.

• Considering internal changes, have there been any recent modifications to the product formulation, packaging, or manufacturing process?

Why it matters: Internal changes can directly impact product quality and customer experience. Expected answer: A slight formulation change was made to improve shelf life. Impact on approach: We'd need to investigate if this change affected product performance or customer perception.