Transform a Vegan Skincare Line into an Ethical Beauty Brand

Transform a vegan skincare line into an ethical beauty brand

The State of the Brand:

Derma-E is a 30-year-old skin care brand with the expertise and ethics to lead a generation of cruelty-free adherents. However too many SKUs, combined with clinical messaging and a steep learning curve on products, found the brand struggling to connect with a younger audience.

How We Helped

We repositioned Derma-E from a vegan skincare company into an ethical beauty brand. Updated packaging componentry and labels were created to appeal to women who see skincare as beauty. To streamline the path to purchase, we facilitated the establishment of simplified product lines based on user type through SKU rationalization.

The Results

Derma-E saw triple-digit growth within the first two years, leading to its acquisition by Topix Pharmaceuticals.

“I admit I was skeptical that brand strategy could grow our business and change our culture. But Retail Voodoo’s unwavering commitment to guide us into the future worked!”

– Linda Miles, President, Derma-E

Scope Of Work

Before

After