Candid

Our work

What we learned

• findingFungal skin infections are on the rise in India, with dermatologists reporting 8-10 cases daily. Candid Research · slide 4 Save slide
• insightThe spread of fungal infections in India is driven by a combination of environmental factors, dense demographics, poor awareness, antifungal resistance, and skin vulnerability. Candid Research · slide 5 Save slide
• insightConsumer attitudes toward fungal infections are shifting from viewing them as a source of social stigma to prioritizing proactive self-care and early medical intervention. Candid Research · slide 7 Save slide
• insightYounger consumers are moving beyond surface-level appearance concerns and now expect brands to support broader personal empowerment. Candid Research · slide 9 Save slide
• implicationCandid's social media emotional positioning should be segmented into four pillars: quick resilience, enduring comfort, empowered wellness, and proactive protection. Candid Research · slide 13 Save slide
• findingAbzorb's social media presence is primarily focused on YouTube, with additional activity on Twitter. Candid Research · slide 16 Save slide
• insightThe fungal infection category risks commodification, making it essential for brands to define a unique role. Candid Research · slide 20 Save slide
• findingCandid's brand identity is visually blurred due to color similarities with the competitor brand Canesten. Candid Research · slide 20 Save slide
• findingCandid's current online presence is restricted to YouTube, which limits its ability to connect with consumers on other platforms. Candid Research · slide 19 Save slide
• insightInfluencers are becoming more effective than traditional celebrity ambassadors at building authentic connections with younger audiences. Candid Research · slide 20 Save slide

What we've already told them

• recommendationCandid should adopt a social media strategy that moves beyond product features to foster emotional connections with consumers. Candid Research · slide 12 Save slide
• recommendationCandid should partner with influencers outside of the category to better reach younger demographics. Candid Research · slide 20 Save slide
• recommendationCandid needs to develop unique visual assets to differentiate itself from competitors. Candid Research · slide 20 Save slide

New ideas in a Candid project are steered away from these automatically.