Project Description

Derma E

Transform the original cruelty-free vegan skincare brand into an eco-ethical beauty brand.

Challenge: Derma E had been doing things the same way for over 30 years. And it had worked well. Until those darned Millennials started becoming the power-users of skin care. In their eyes Derma E was their mom’s hippie drugstore brand of face cream. Therefore they were not interested or curious to discover that Derma E is cruelty-free, vegan and sustainable.

Strategy: Derma E needed to change the conversation. We identified a younger audience that would welcome Derma E’s ethical stories and support their cruelty-free ethos, so long as they believed that the products would deliver on their promises. But first, we had to get everyone in the company on board with a new philosophy: Skin care is beauty.

Result: The new Derma E was launched at Expo West 2016 to a standing ovation of North American natural and conventional skin care buyers. It’s too early to talk about growth. Stay tuned for updates.

Scope of work
  • Brand Strategy
  • Packaging System
  • Style Guide