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Bed Head client case

Client Stories

Designing a winning launch strategy for P&B Group’s Bed Head in the BeNe market

When P&B Group, a leading distributor in the BeNe region, wanted to expand into the beauty and hair care industry, they faced a unique challenge: entering an unfamiliar market with a bold UK brand. Leveraging The House of Marketing’s expertise in retail & marketing strategy, P&B Group developed a full go-to-market strategy for Bed Head, targeting Gen Z and Millennial consumers across Belgium and Netherlands.

The Challenge

With a tight timing (4 weeks), limited budget, and scarce data, the project required both speed and strategic depth

  • One

    A complete market entry plan across three product categories
    (Shampoo, Conditioner, Styling)

  • Two

    Clear channel prioritization and a launch roadmap that balanced exclusivity and scale

  • Three

    An actionable P&L and marketing strategy aligned with Elida Beauty’s ambitions

Our Approach

The House of Marketing built a “power team” combining FMCG, retail, and beauty experts to co-create with P&B Group through a structured four-week sprint:

  • Insight Gathering

    In-depth consumer, store, and competition research in both Belgium and the Netherlands

  • Strategy Definition

    Defining target audiences, positioning, and distribution strategy

  • Portfolio & P&L Build-Up

    Selecting key SKUs, defining pricing, and preparing a 1-year business case

  • Activation Plan

    Crafting a marketing plan and media strategy focused on awareness and conversion

The Solution

  • Target Group

    Together, we identified Gen Z and Millennials as the key audiences. Confident, expressive consumers inspired by TikTok trends and authentic self-expression matched perfectly with the bold and outspoken Bed Head brand.

  • Distribution strategy

    Through thorough market research and store checks, The House of Marketing recommended a segmented distribution strategy, leveraging an international partnership with A.S. Watson Group to reach the target audience. We advised on scaling distribution in a 3-year timeline, as well as an introduction into e-commerce; and recommended which SKUs to launch first for maximum impact

  • Marketing & Activation

    Building on the international creative concept of Bed Head, The House of Marketing drafted a full media plan, including (but not
    limited to):
    • Paid & organic social media
    • Influencer strategy
    • Retailer activations & event partnerships

Visual of P&B Group expanding to the hair and beauty industry with Bed Head

The Impact

 

By the end of the collaboration, P&B Group had a full go-to-market playbook, from insight to execution.
The plan positioned them as credible players in the beauty category, paving the way to win the Bed Head partnership and setting a framework for future brand launches.

  • Loes Janssen

    Loes Janssen

    Senior Manager

    • Design Thinking & Value Proposition Consulting
    • Brand Management
    • Go-To-Market Strategy
    • Organizational Design & Coaching
    • Project Management
    • Trade Marketing
  • Robine Goris

    Robine Goris

    Talent Search & Freelance Business Partner

    • Value Proposition Design & Innovation
    • (Digital) Marketing Strategy
    • Go-to-market Strategy
    • Project Management