Launched in 2022, the Consonant Makeup Remover struggled to connect with its audience despite its award-winning, natural formula. Through user interviews, in-store observations, and competitor analysis, we uncovered the core issue: makeup removal was seen as a chore rather than a pleasure. Our solution? Two distinct strategies to reposition the product—one focusing on effortless efficiency for busy consumers, and the other elevating the experience into a calming ritual of self-care.