The Challenge
As Sculpted by Aimee continued its evolution from a much-loved domestic brand into an increasingly international beauty player, the challenge was how to scale with confidence while preserving what made the brand distinctive in the first place. Expansion across markets, channels and categories brought new opportunities, but also new questions around relevance, differentiation and consistency. The team needed a clear, evidence based understanding of their consumers across geographies: who they were, how they shopped, what they valued most, and how expectations differed between makeup and skincare in a fast-moving, highly competitive category.
Our Approach
Spark partnered closely with the Sculpted by Aimee team to deliver a comprehensive usage, attitudes and brand health programme across key markets. The research explored the full beauty journey, from inspiration and influence through to shopping behaviour, brand choice and decision drivers. By combining robust quantitative measurement with contextual insight, we built a clear and comparable picture of brand performance, consumer mindsets and competitive positioning. Importantly, the programme was designed to work overtime, allowing the brand to track change, test assumptions and ensure that strategic decisions were grounded in how consumers experience the category.
The Outcome
The work provided Sculpted by Aimee with greater clarity and confidence as it planned its next phase of growth. The insight highlighted where the brand’s strengths were most powerful, where perceptions varied by market, and where future focus would deliver the greatest return. Internally, the programme helped align teams around a shared understanding of the consumer, creating a strong strategic foundation for expansion that balanced ambition with discipline. The result was a clearer roadmap for continued growth, built on evidence, not instinct.