Baxter of California
competitor analysis / brand strategy
Baxter of California is a grooming and personal care brand under L'Oréal's Professional Products Division. The brand's mission is to defy the expected and live life true. It strongly believes in product quality through a commitment to research and development. Its innovative products for men are available at lifestyle stores, apothecaries, better barber shops and online, as well as at Baxter Finley Barber & Shop in Los Angelas.
During my fellowship at L'Oréal, I was paired with mentor Nicolas Vissat, Assistant VP of Global Marketing at Baxter of California. As a part of Baxter of California's consideration of utilizing TikTok to penetrate the Generation Z segment, I designed a marketing deck, providing competitive analysis and insight on the brand's direct and indirect competitors as well as strategies to effectively target the specific consumer segment.
