Commercial Optimization for Make Up Brand

The Challenge
A mid-sized make up brand was experiencing margin erosion and slowing sell-out performance despite consistent top-line growth. Promotional dependency had increased, retailer relationships were strained, and the internal commercial team lacked the tools to diagnose root causes or course-correct quickly.

The Approach
MF Consulting conducted a channel-by-channel commercial diagnostic — analysing pricing architecture, promotional ROI, sell-through rates, and SKU productivity. We redesigned the go-to-market model, introduced a disciplined trade investment framework, and worked directly with the sales team to rebuild retailer joint business plans anchored to mutual growth metrics.

The Results
Gross margin improved by 4 points within two trading cycles. Promotional spend was reduced by 18% with no negative impact on sell-out. Key account scorecards showed improved in-store execution scores across top retail partners.