Mibelle Group

Digital transformation in the FMCG sector: SJU Skincare as a pilot project

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About Mibelle Group

The Mibelle Group is part of the Swiss retail corporation Migros and is one of Europe’s largest private-label manufacturers. With around 1,250 employees across six locations in Switzerland, France, the UK, and South Korea, the group generates approximately CHF 650 million in revenue. Its portfolio includes products in Personal Care & Beauty, Home Care, and Nutrition — from cosmetics to household cleaners to dietary supplements.

With the launch of the SJU Skincare brand, Mibelle ventured into a new business model: Direct-to-Consumer (D2C). The goal was to engage consumers directly, collect first-party data, and validate new revenue models in digital commerce. This positioned the Mibelle Group as an innovative FMCG manufacturer blending tradition with digital transformation.

Step 1

The Challenge

With the launch of SJU Skincare, the Mibelle Group faced the task of validating an entirely new business model — moving away from traditional private-label distribution toward a Direct-to-Consumer approach. The goal was to develop a scalable digital concept for the highly competitive FMCG and beauty markets that was both economically viable and capable of building long-term customer relationships. WEVENTURE supported the project as a digital sparring partner over a nine-month period — from strategic planning to operational execution.

Validating a new business model

The Mibelle Group wanted to test the potential of a dedicated D2C channel — including direct customer engagement, online sales, and performance marketing.

Building digital sales channels

As a traditional manufacturer without a B2C infrastructure, new marketing and sales channels needed to be built and properly integrated.

Complex FMCG market conditions

The beauty market is extremely competitive, shaped by high advertising costs and short product life cycles.

UX/UI requirements for a new brand identity

The digital experience needed to be both functional and capable of communicating SJU’s premium branding.

International market adaptation

Because the target market was the United Kingdom, all measures — from ads to UX — had to be country-specific and aligned with local regulations.

Step 2

Our Measures

To successfully establish the Mibelle Group’s new D2C business model, WEVENTURE developed an agile project framework focused on data-driven marketing, UX optimization, and continuous validation. The program ran over nine months in two-week innovation sprints — from concept development to hands-on campaign management.

Strategic planning & setup

Project and timeline development: Defined tasks, milestones, and responsibilities in close collaboration with marketing and development teams.
Market & audience analysis UK: Deep analysis of the UK beauty market to ensure optimal customer targeting.
Channel strategy & campaign architecture: Alignment of SEO, SEA, SMA, and UX initiatives into a cohesive funnel strategy.
UI/UX concepting: Development of a user-centric website structure combining brand aesthetics with conversion optimization.

Operational execution & optimization

Innovation sprints: Bi-weekly cycles to continuously refine ads, creatives, landing pages, and messaging.
Google Ads & Meta Ads restructuring: Rebuilt accounts for data-driven optimization and clear KPI tracking.
A/B testing & Google Optimize: Systematic testing across the entire user journey to increase the conversion rate.
Content creation: Development of visual and written assets for the website and campaigns with a focus on brand building and engagement.
Performance monitoring: Implementation of KPI dashboards, tracking systems, and regular evaluations to react quickly to market changes.

We Create Digital Leaders

Step 3

WEVENTURE delivers Results

Our landing page strategy delivered significant results (as of September 2020).

Conversion Rate

Through continuous A/B testing and data-driven UX/UI optimizations across the customer journey.

Website Traffic

The result of a cross-channel SEA and SMA strategy focused on qualified traffic.

Additional results

Learnings

Key Insights

Agile processes are critical for innovation: biweekly sprints enable fast learnings, clear ownership, and immediate responses to market changes.
D2C requires data-driven decision-making: only with clean tracking, defined KPIs, and continuous optimization can new business models be validated reliably.
UX and brand must be one: a consistent user experience builds trust and brand loyalty — especially in the beauty segment.
Cross-functional collaboration pays off: success happens when strategy, performance, and design work together in an iterative process.
Internationalization requires precision: market analysis, legal frameworks, and cultural nuances must be integral parts of the digital strategy.