Despite Mistine's strong sales performance over the past two years, the brand continues to struggle with building consumer loyalty and brand value, largely due to frequent discounts and inconsistent brand image. 

Following a thorough analysis of the highly competitive beauty market, characterized as a "Red Sea," I was able to identify Mistine's unique brand assets: its tropical warmth stemming from geographical origins, services, product unique selling propositions (USPs), and cultural roots. Leveraging this asset, I aim to redefine Mistine's brand positioning in the market, transforming its tropical warmth into a defining feature of the brand.