Household, Personal Care & Beauty CPG Consulting Services

Consulting Services for Household, Personal Care & Beauty (CPG) Brands

Gravitas helps household, personal care, and beauty companies accelerate growth, improve EBITDA, and execute transformation across strategy, operations, digital, and PMO leadership.

From global CPG brands and private label manufacturers to digitally native beauty brands and private equity–backed platforms, we bring practical strategy and disciplined execution to complex growth, innovation, supply chain, and omnichannel transformation agendas.

Selected Capabilities of our Household, Personal Care & Beauty (CPG) Practice

Strategy & Corporate Development

Corporate Strategy And Value Creation Plan: Define 3–5 year ambition for beauty and personal care CPG, portfolio focus and market choices; deliver revenue growth, EBITDA expansion, and improved total shareholder return.
Category And Brand Portfolio Strategy: Clarify brand roles across skincare, haircare, cosmetics, fragrance, and household care; decide build, buy, partner, divest; set investment priorities; maximize market share, margin, resilience.
Route-To-Market And Channel Expansion Strategy: Optimize route-to-market across mass, drug, specialty beauty, DTC, marketplaces, salons; set distributor versus direct models; improve reach, unit economics, and omnichannel profitability.
International Expansion And China Entry Strategy: Prioritize markets; size demand, regulation, and tariffs; select models—cross‑border eCommerce (CBEC), Tmall/Sephora, distributor, JV; build playbooks; de-risk launch and accelerate scalable growth.
M&A Strategy, Diligence, And Integration Thesis: Build target pipeline; assess brand equity, channel fit, synergies, and valuation; craft integration thesis; execute accretive deals that strengthen capabilities and category leadership.

Operations

Manufacturing Excellence For Beauty Compounding, Filling, And Packaging: Deploy lean and Total Productive Maintenance; raise Overall Equipment Effectiveness, yield, and throughput; reduce downtime, micro-stops, scrap, and unit cost across creams, liquids, aerosols.
Cleaning And Changeover Optimization For Multiproduct Lines: Redesign clean-in-place, sanitization, and Single-Minute Exchange of Dies; optimize crews and sequencing; cut changeover hours, water, chemicals, and cross-contamination risk; increase flexibility and asset utilization.
Right-First-Time And Batch Release Acceleration: Standardize standard operating procedures, in-process controls, and deviation triage; reduce rework, holds, and cycle time; accelerate batch release without compromising Good Manufacturing Practice requirements.
Tech Transfer And Scale-Up To Commercial Production: Build playbooks from pilot to plant and contract manufacturers; apply design of experiments and process capability; increase first-pass yield, run-at-rate success, and launch reliability.
Contract Manufacturer Performance Management: Establish governance, Sales and Operations Execution cadence, scorecards, and structured reviews; improve service, plan adherence, quality, and cost across fillers, packers, and assemblers.

Supply Chain

Network Strategy And Postponement Design: Optimize plants, contract manufacturers, distribution centers, and postponement for labeling, shade, and kitting; cut lead time, duties, landed cost; increase agility and service.
Integrated Business Planning And S&OP: Implement Integrated Business Planning linking demand, supply, finance, promotions, and launches via Sales and Operations Planning; improve forecast accuracy, case fill rate, and inventory turns.
Inventory Segmentation And Shelf Life Optimization: Segment Stock Keeping Units (SKUs) by volatility; set safety stocks, First Expired, First Out (FEFO) policies, and expiry controls; reduce obsolescence, write-offs, and working capital.
DTC And Omnichannel Fulfillment Optimization: Design direct-to-consumer fulfillment across third-party logistics (3PLs), pick-pack, parcel, and retailer compliance; raise On-Time In-Full (OTIF), reduce chargebacks, speed delivery, and lower cost per order.
Launch Readiness And Allocation Planning: Orchestrate supply for new product launches and promotions; align capacity, materials, and inventory; implement fair-share allocation; improve case fill rate, on-shelf availability, and revenue capture.

Procurement & Strategic Sourcing

Category Strategy And Sourcing Waves: Define category strategies for actives, excipients, fragrances, packaging, and CMOs; run RFPs and eAuctions; deliver COGS savings, resilience, and assured supply.
Should-Cost And Clean-Sheet Costing: Build clean‑sheet costs for surfactants, actives, fragrances, bottles, pumps, tubes, cartons, labor, yield; arm negotiations; unlock value engineering; reduce unit cost and variance.
Contract Manufacturer Sourcing And Performance Management: Select and negotiate CMOs/fillers; set dual sourcing, MOQ, lead times, SLAs, capacity reservations, tooling terms, and open‑book costing; improve service, flexibility, quality, and landed cost.
Commodity Risk Management And Index Pricing: Implement index‑linked pricing and hedging for ethanol, oils, surfactants, resins, and paperboard; align FX clauses and forward buys; stabilize margins and supply continuity.
Packaging Value Engineering And Supplier Consolidation: Rationalize bottles, tubes, pumps, caps, glass, and cartons; standardize neck finishes; lightweight, PCR content, and DIM optimization; consolidate vendors; reduce COGS, MOQs, and lead times.

Organization

Enterprise Operating Model And Decision Rights: Define accountabilities across global brands, regions, channels, R&D, Regulatory Affairs, supply; codify decision rights and governance; accelerate launches, reduce handoffs, and raise P&L ownership.
Global-Local Brand Governance And Market Operating Model: Choose category-led versus market-led model; define brand guardrails, localization rules, and activation cadence; improve brand consistency, speed-to-market, and media ROI.
Innovation Governance And Stage-Gate Roles: Clarify responsible-accountable-consulted-informed (RACI) across R&D, Regulatory Affairs, packaging, supply, marketing, eCommerce; standardize stage-gates and KPIs; shorten concept-to-shelf, raise hit rate, and reduce rework.
Centers Of Excellence And Shared Services: Stand up Revenue Growth Management (RGM), eRetail media, creative, artwork/claims, and trade promotion management (TPM) CoEs; define SLAs; improve scalability, quality, and cost-to-serve.
Spans And Layers Optimization And Capability Building: Resize headquarters and field structures; streamline layers; build academies for brand managers, formulators, regulatory, planners, and eRetail; reduce SG&A, decision latency, and attrition.

Marketing

Brand Positioning And Portfolio Architecture: Define brand purpose, positioning, and claims hierarchy across skincare, haircare, cosmetics; clarify roles and stretch; increase awareness, consideration, pricing power, and retailer support.
Consumer Insights And Segmentation: Build demand spaces, need-states, skin concerns, hair textures, and routines; create personas and jobs; inform innovation, creative, and channel mix; lift conversion, repeat, and penetration.
Full-Funnel Media And Creative Optimization: Optimize search, social, video, and connected TV; test creatives and claims; improve reach, ROAS, cost per acquisition, and incremental sales for beauty categories.
Influencer And Social Commerce Strategy: Design creator tiers, seeding, affiliate terms, and TikTok Shop/Instagram programs; scale user-generated content (UGC) and live shopping; drive earned media value, conversion, and customer acquisition.
Retail Media And Digital Shelf Excellence: Optimize Amazon, Walmart, Ulta, and Sephora retail media; elevate product detail page content, search, ratings and reviews; grow share of shelf, sell-through, and category rank.

Pricing

Price Pack Architecture And Portfolio Laddering: Design price pack architecture by format, size, tier, and channel; align ladders; improve velocity, margin mix, and shelf economics.
List Price Strategy And Cost Pass Through: Set list prices and wholesale corridors; model elasticity; execute inflationary rounds and retailer negotiations; protect gross margin while managing volume and share impact.
Revenue Growth Management And Pocket Price Optimization: Redesign trade terms, discounts, allowances, and accruals; build pocket price waterfall; reduce leakage; improve revenue, mix, and ROI.
Promotion Effectiveness And Pricing Mechanics Optimization: Optimize depth, frequency, and mechanics across promo types; balance everyday low price and hi‑lo; increase lift and ROI.
Omnichannel Pricing Governance And MAP Compliance: Set channel price corridors, minimum advertised price (MAP) policies, monitoring, and enforcement; protect price image, buy box, margin across retailers, direct, and marketplaces.

Sales

Key Account Management And Joint Business Planning: Partner with Walmart, Target, drug, specialty beauty, and Amazon; build JBPs aligning assortment, promo calendars, service targets, and scorecards; grow net sales and share.
eRetail Seller And Vendor Management: Negotiate Amazon and marketplace terms, fines, shortages; manage 1P/3P mix, selection, Amazon Vendor Services (AVS); reduce chargebacks, profitless selection, and lift contribution margin.
Distributor Strategy And Salon Channel Enablement: Design distributor programs for salons and pro beauty; set coverage, exclusivity, incentives, education, and merchandising support; increase weighted distribution, order frequency, and sell-through.
Field Sales Execution And Perfect Store: Deploy retail execution tools, call cycles, display negotiations, and On‑shelf availability (OSA) audits; raise numeric distribution, shelf share, placements, and off‑take velocity at retailers.
Salesforce Effectiveness And Enablement: Redesign territories, quotas, incentives, and skills; implement Customer Relationship Management (CRM) and coaching; improve productivity, forecast accuracy, and close rates with retailers.

Finance

Driver-Based FP&A And Scenario Planning: Build rolling, driver-based forecasts linking shipments, consumption, trade, media, capacity, and costs; run scenarios; improve forecast accuracy, gross margin, EBITDA, and cash flow.
SKU, Channel, And Customer Profitability: Construct SKU‑channel‑customer P&Ls including COGS, freight, trade, returns, chargebacks, and overhead; reveal profit pools; steer assortment, pricing, and customer mix decisions.
Gross-To-Net Governance And Trade Spend Controls: Redesign gross-to-net policies, accruals, TPM integration, claims validation, and deduction workflows; reduce leakage, unauthorized promotions, and write-offs; improve revenue integrity and EBIT.
Standard Costing And Variance Management For Process Manufacturing: Rebuild standards, yields, routings, and absorption; implement variance dashboards and root-cause reviews; increase cost accuracy, accountability, and margin improvement across compounding, filling, and packaging.
Working Capital And Cash Conversion Cycle Optimization: Optimize receivables, inventory, payables, payment terms, consignment, and vendor-managed inventory; strengthen collections and forecasting; release cash, reduce borrowing, and fund growth.

AI, Data & Analytics

CPG Data Platform And Consumer 360: Build a lakehouse integrating retailer POS, eRetail, panel, CRM, media, TPM, supply, and finance; resolve identities; enable self-serve analytics, dashboards, and AI use cases.
Demand Sensing And Forecasting: Deploy machine-learning forecasts by SKU, channel, and market using seasonality, price, promotions, and external signals; improve case fill, inventory turns, service, and obsolescence.
Media Mix Modeling And Incrementality Testing: Build media mix models and multi-touch attribution (MTA); run geo experiments and holdouts; optimize spend and creative; increase incremental sales, ROAS, and acquisition efficiency.
Trade Promotion Optimization Analytics: Model price elasticity, lift curves, cannibalization, and retailer constraints; recommend depth, timing, and mechanics; integrate with trade promotion management; improve ROI, net revenue, and margin.
Digital Shelf And Sentiment Analytics: Monitor content compliance, share of search, price, availability, and ratings; mine reviews and social for attributes and claims; lift conversion, rank, and innovation hit rate.

Transformation

Enterprise Transformation Office And Value Capture: Stand up an enterprise transformation office with OKRs, cadence, and benefits tracking; govern cross-functional initiatives; deliver EBITDA uplift, cash release, and on-time value.
Zero-Based SG&A And Indirect Spend Reset: Run zero-based redesign across marketing, agencies, corporate functions, travel, facilities, and services; renegotiate vendors; capture structural SG&A savings and improve cost-to-serve.
Performance Infrastructure And Culture Change: Install tiered daily management, visual dashboards, problem-solving, and leader standard work; hardwire accountability; sustain productivity, service, quality, and compliance improvements post-program.
Post Merger Integration And Synergy Delivery: Lead Day One readiness, operating model harmonization, systems cutovers, portfolio consolidation, and site rationalization; protect service; deliver cost, revenue, and working capital synergies.
Digital And Automation Acceleration: Prioritize and execute automation across planning, scheduling, lab, packaging lines, quality release, and back-office; sequence change; capture measurable EBITDA and speed-to-market impact.

Innovation

Growth Platforms And White Space Mapping: Identify demand spaces across skincare, hair, body, cosmetics, and hygiene; map jobs, occasions, and unmet needs; size opportunities; define growth platforms and category-entry plays.
Innovation Pipeline And Portfolio Prioritization: Build idea funnels, value screens, and portfolio scenarios; prioritize bets by attractiveness, feasibility, and capability fit; increase hit rate, throughput, and resource focus.
Consumer Co-Creation And Rapid Prototyping: Run design sprints, co-creation, and iterative product-market tests; use concept, pack, and usage testing; improve product-market fit, claims resonance, and launch success.
Packaging And Format Innovation Sprints: Design new formats, applicators, textures, and dispensing; optimize sensorials, ergonomics, shelf impact, and sustainability; deliver unit-cost targets and speed-to-shelf advantages.
Open Innovation And Partner Ecosystem: Build scouting and partnerships with labs, CMOs, fragrance houses, packaging suppliers, and startups; secure access to technologies, IP, and speed; improve novelty, scalability, and cost.

Sustainability

Net-Zero Roadmap And SBTi Targets: Baseline Scope 1–3; build marginal abatement cost curves; set Science Based Targets initiative roadmap; decarbonize energy, packaging, logistics; reduce emissions, energy spend, and landed cost.
Sustainable Packaging And EPR Economics: Redesign packs to mono-material, lightweight, post-consumer recycled content, and refill formats; model Extended Producer Responsibility fees and DIM weight; cut resin, freight, waste, and cost.
Responsible Ingredient Strategy And Green Chemistry: Define responsible ingredient standards, RSPO-certified oils, biotech alternatives, and microplastics phase-out; apply Life Cycle Assessment (LCA) and green chemistry; improve credibility, carbon, and biodiversity impact.
Supplier Engagement And Scope 3 Decarbonization: Segment suppliers; collect Corporate Sustainability Reporting Directive (CSRD) data; co-invest in renewables and efficiency; embed deforestation-free traceability; link reductions to scorecards; cut Scope 3 emissions.
Circularity And Refill Reuse Program Design: Design refill, concentrate, and returnable programs; define packaging standards, reverse logistics, hygiene, and quality; increase reuse rates, reduce plastic and carbon, strengthen loyalty in beauty.

Compliance

Claims And Advertising Compliance Governance: Design claims substantiation, review councils, and influencer disclosure controls for FTC, FDA, CAP/ASA; govern UGC and retail media; reduce warnings, takedowns, and revenue risk.
Ingredient And Restricted Substances Compliance Management: Stand up global watchlists and supplier attestations for REACH, Prop 65, MoCRA fragrance allergens, IFRA, microplastics, PFAS; implement test plans; prevent noncompliance, reformulation scrambles, fines.
Labeling And Artwork Compliance For Global Cosmetics: Standardize labeling and artwork workflows for INCI, net content, PAO, allergens, warnings, country rules (EU 1223/2009, MoCRA, China NMPA); accelerate approvals; cut relabeling, seizures, chargebacks.
Dangerous Goods And Transport Compliance For Aerosols And Flammables: Build IATA, IMDG, DOT, and ADR compliance for aerosols and flammables; align SDS, UN classification, packaging, labels, and documentation; reduce detentions, carrier refusals, and penalties.
EPR, Recycling, And Environmental Labeling Compliance: Set Extended Producer Responsibility reporting, fees, and eco-modulation; manage recyclability, Triman/Info-Tri, Mobius, How2Recycle claims; automate data capture; avoid penalties, sales blocks, and retailer delistings.

Information Technology

ERP And Manufacturing Systems Modernization: Modernize ERP (SAP S/4HANA or Microsoft Dynamics); integrate Manufacturing Execution (MES), Warehouse (WMS), and Transport (TMS); standardize data; improve traceability, cost accuracy, and On-Time In-Full.
PLM And Specification Management Enablement: Implement Product Lifecycle Management (PLM) and specification systems for formulas, artwork, and packs; connect to ERP and LIMS; accelerate change control, BOM accuracy, launch readiness.
Trade Promotion And Deductions Systems Enablement: Deploy Trade Promotion Management integrated with ERP and finance; automate accruals, claims, and deductions workflows; improve gross-to-net accuracy, revenue recognition, and cash collection.
Digital Commerce And Omnichannel Platform Modernization: Modernize headless commerce, Order Management (OMS), subscriptions, payments, and loyalty; enable marketplaces and social commerce; boost conversion, average order value, repeat rate, and fulfillment accuracy.
Enterprise Integration And Master Data Management: Build integration platform with Electronic Data Interchange (EDI) and APIs; implement Master Data Management (MDM) for product, customer, vendor; automate compliance; reduce chargebacks, effort, cycle time.

Quality Management Systems

Quality System Architecture And ISO 22716 GMP Compliance: Design quality management system aligned to ISO 22716; standardize SOPs, change control, CAPA, deviations, internal audits; improve compliance, batch release speed, and audit readiness.
Supplier And Contract Manufacturer Quality Management: Build risk-based supplier and CMO quality programs covering qualification, audits, Certificate of Analysis verification, and Supplier Corrective Action Requests; improve traceability, right‑first‑time, and material/package reliability.
Laboratory Information Management And Quality Data Enablement: Implement Laboratory Information Management System (LIMS) integrated with PLM and ERP; digitize specifications, test plans, and stability; enable rapid release, analytics, and regulatory-ready documentation.
Complaints, Adverse Event, And Recall Readiness: Design end-to-end complaint handling, adverse event triage for MoCRA, root cause, 8D CAPA, and mock recalls; improve consumer safety, response time, traceability, and regulatory compliance.
Validation, Qualification, And Cleaning Verification Governance: Establish risk-based equipment qualification, process validation, cleaning validation, and computer system validation; standardize protocols and change control; reduce deviations, cross-contamination risk, and audit findings.

R&D & Formulation

Formulation Platform Strategy And Base Library Development: Create modular base formulas for skincare, haircare, and cosmetics with defined rheology, sensorial, preservative compatibility; accelerate NPD, line extensions, and cost-optimized reformulations.
Claims-Led Product Development And Evidence Mapping: Translate target claims into actives, levels, test methods, and protocols; build evidence ladders; de-risk Modernization of Cosmetics Regulation Act compliance and EU reviews.
Sensory Science And Consumer-In-Use Testing Blueprint: Design sensory panels, lexicon, and home-use tests; link instrumental and sensory drivers to purchase intent; improve product-market fit, repeat, and advocacy.
Preservative System Design And Microbial Risk Strategy: Develop preservative strategies by formulation and pack; define challenge testing, hold times, and microbial controls; reduce contamination risk, recalls, and shelf-life failures.
Stability And Packaging Compatibility Protocols: Establish accelerated and ambient stability protocols, thermal and photostability, freeze‑thaw, and packaging interaction testing; set go/no-go criteria; cut post-launch reformulations and returns.

FAQs

What does a CPG consulting firm do?

A CPG consulting firm helps businesses improve product strategy, innovation, supply chain, marketing, and retail execution. Gravitas supports leadership teams with both advisory and execution-focused consulting services.

Does Gravitas work with household and beauty brands?

Yes. Gravitas works with CPG brands, beauty companies, and personal care manufacturers on growth strategy, operations, and transformation.

Can Gravitas support both branded and private label businesses?

Yes. Gravitas supports branded manufacturers, private label suppliers, and omnichannel businesses with strategy, governance, and transformation support.

What types of CPG consulting projects does Gravitas support?

Common projects include growth strategy, product innovation, supply chain optimization, go-to-market strategy, PMO setup, and operating model design.

Why choose Gravitas for CPG consulting?

Clients choose Gravitas for practical strategy, senior-level support, structured execution, and a strong focus on measurable business outcomes.

Other Services

Apparel & Athletic Wear Practice

Transforming apparel and athletic wear brands by optimizing merchandising, product drops, inventory, and omnichannel experiences, improving full-price sell-through, speed-to-market, and margin.

Art, Watches, Collectibles Practice

Modernizing art, watch, and collectibles auctions and marketplaces by expanding consignor supply, authentication, white‑glove logistics, pricing for profitable growth.

Auto Parts Retail Practice

Enabling auto parts retailers to optimize PRO/DIFM delivery, fitment accuracy, omnichannel inventory, and pricing, increasing first-call fill, speed, and margins.

Bridal & Wedding Practice

Enabling bridal and wedding retailers to optimize appointments, special orders, alterations, and supply chains, boosting conversion, on‑time delivery, and profitability.

Consumer Services (Gyms, Salons, Barbershops, Car Washes, Pet-care Chains) Practice

Transforming gyms, salons, barbershops, car washes, and pet-care chains by optimizing memberships, scheduling, throughput, pricing, loyalty, and franchise economics.

Convenience Stores & Fuel Retail Practice

Transforming convenience and fuel retailers by optimizing networks, EV charging, foodservice, pricing, loyalty, and supply chains to drive traffic, margins.

E-commerce Marketplaces & Pure Plays Practice

Accelerating e-commerce marketplaces and pure plays by optimizing growth levers, liquidity, fulfillment, retail media, and trust‑and‑safety for profitable GMV.

Eyewear and Optical Retail Practice

Transforming optical retail chains by optimizing appointments, omnichannel, lab turnaround, lens upgrades, and vision plan realization to increase margins.

Funeral & Cemeteries Practice

Transforming funeral homes and cemeteries by optimizing preneed sales, digital arrangements, cremation capacity, memorialization, and operations for profitable growth.

Furniture & Home Furnishings Practice

Transforming furniture and home furnishings retailers by optimizing assortment, design services, supply chain, last‑mile delivery, omnichannel pricing, and profitability.

Grocery Retail Practice

Transforming grocery retailers via fresh availability, labor productivity, omnichannel fulfillment, KVI pricing, loyalty, and retail media to boost profitable growth.

Home Appliances Practice

Transforming home appliance brands by optimizing manufacturing, supply chain, connected products, retail execution, aftermarket service, and pricing for profitable growth.

Home Improvement and DIY Retail Practice

Transforming home improvement and DIY retailers by optimizing Pro ecosystems, assortments, seasonal resets, omnichannel fulfillment, installation services, pricing, and profitability.

Home Services (Landscaping, Lawn Care, Pest Control) Practice

Optimizing landscaping, lawn care, and pest control operations—route density, scheduling, pricing, technician productivity—to increase recurring revenue, retention, and margins.

Household, Personal Care & Beauty (CPG) Practice

Accelerating beauty and household CPG growth by optimizing brand portfolios, route-to-market, manufacturing, retail media, pricing, and compliant, sustainable innovation.

Luxury Goods & Jewelry Practice

Elevating luxury goods and jewelry brands by optimizing maisons, boutiques, clienteling, allocation, pricing, and secure supply to grow full‑price profitability.

Mass Retail Practice

Transforming mass retailers by optimizing on‑shelf availability, omnichannel fulfillment, retail media, pricing, and store operations to drive profitable growth.

Packaged Foods & Beverages Manufacturing Practice

Transforming packaged foods and beverage manufacturers by optimizing OEE, yield, network, RGM pricing, launches, and FSMA-compliant, low‑carbon supply chains.

Restaurants & Foodservice Practice

Transforming restaurants and foodservice chains by optimizing kitchen throughput, drive‑thru speed, digital ordering, menu pricing, procurement, and food safety.

Specialty Retail Practice

Transforming specialty retailers by optimizing assortments, RFID inventory accuracy, floor set execution, omnichannel fulfillment, dynamic pricing, and loyalty for profitable growth.

Sporting Goods & Outdoor Brands Practice

Accelerating sporting goods and outdoor brands by optimizing product creation, supply chains, omnichannel growth, pricing, and recommerce for profitable growth.

Toys & Baby Products Practice

Accelerating toy and baby brands by optimizing seasonal launches, China‑plus‑one supply, product safety compliance, omnichannel growth, licensing economics, profitability.

Wine, Beer & Spirits Practice

Accelerating wine, beer, and spirits growth through premiumization, RTD innovation, packaging OEE, route‑to‑market, trade spend, distributor performance.