Johannes in action during the time we’d spent at the Estee Lauder Companies and I knew that no one could help us better crafting the positioning of the brand, getting the right insights, turning those insights into concrete actions, but most importantly educate our team to the consumer centric culture. Through in depth internal and external interviews, dynamic workshops, we have been able to define what makes the Cellcosmet brand special and to translate it into a brand narrative that helps us recruit new consumers, differentiate ourselves from others and build consistency across all consumer touch points. The work Johannes and the team have done has been incredible, the quality of the material is such that I very regularly go back to it to make sure that all decisions we take go in the direction we've set together. There is absolutely no doubt that the future successes of the Cellcosmet brand will be rooted in the work done with Johannes and Insight Republic.