Building a Clear Pack Price Architecture to Support Innovation and Range Growth
DIAGNOSIS
Our client is a health and beauty brand owner operating in a highly competitive category, where innovation, added benefits and active ingredients play a critical role in consumer choice. As the business looked to inform future innovation and strengthen product management decisions, it became clear that greater clarity was needed around pack price architecture. The existing range had evolved over time, with price points influenced by individual launches rather than a cohesive category strategy. This created challenges when articulating value to both consumers and retail customers, particularly as new products with differentiated benefits entered the range. Sellex was engaged to help the client develop a more considered, evidence-led approach to pricing and range structure. The initial diagnostic focused on defining the true competitive set, understanding price positioning within the category and identifying how consumers make decisions - specifically the value they place on added benefits and active ingredients.
DESIGN AND DELIVERY
Sellex worked with the client to establish a clear competitive framework and robust pricing benchmarks across the category. This provided an objective view of where the brand sat relative to key competitors and highlighted opportunities to rebalance the range more effectively. Using consumer decision hierarchy principles, we identified which benefits and active ingredients truly drive choice and willingness to pay. These insights were then translated into a coherent pack price architecture that better reflected consumer value perceptions and supported future innovation. Crucially, the work was designed to be commercially actionable. We equipped the customer development team with clear, category-led argumentation that could be confidently shared with retail partners. This enabled more compelling conversations around price, value and range roles, grounded in shopper and category insight rather than brand opinion.
DURABLE OUTCOMES
The project delivered a clearer, more logical pack price architecture that now underpins both innovation planning and range management decisions. The client has greater confidence that price points reflect genuine consumer value and are aligned to the benefits and actives being delivered. Customer development teams are better equipped to justify pricing and innovation decisions with trade customers, strengthening credibility and supporting more effective range negotiations. Internally, the work created stronger alignment between marketing, innovation and sales functions. Most importantly, the framework developed is durable and repeatable. As new products and formulations are introduced, the business now has a clear decision-making structure to ensure the range remains coherent, competitive and commercially robust in a fast-evolving health and beauty category.
"Sellex helped us bring clarity to a complex range and pricing landscape. Their category-led approach has strengthened how we plan innovation and how confidently we articulate value to our retail customers."
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