Pain Point– The biggest challenge for PUIG was its sluggish makeup division – it simply can not keep up with the success of the company’s fragrance and skincare brands. What’s behind the makeup slump? Reviews suggest it’s a weaker-than-expected product development calendar for classic makeup categories, further dented by trade and consumer sell-out in the face of competition from value alternatives “dupes”. This was a red flag for creative effectiveness and “big ideas” across graphics, packaging, digital, consumer engagement, and storytelling, making it vital for putting an even greater lens over asset development, tiering, and linking creativity and effectiveness across the category in response to forecasted events and other factors affecting brand premium, range, and “hero” priority product.”