Derma E/ CASE STUDY
Transform the 30-year-old vegan skin care company into an ethical beauty brand
A long history of product efficacy was no longer enough to compete with younger brands at key retailers. Derma E consisted of 14 different product lines and approximately 180 SKUs in medicinal-feeling, earnest, and clinical packaging. The product lines were a complex overlapping matrix of seemingly undiscernible nuances. Consumers faced a steep learning curve.
Skincare expert with strong ethics struggled to connect with a younger audience
- Younger women see skincare as beauty. Research uncovered their channel strategy made it challenging for even the most loyal of customers to build and maintain a line-specific regimen.
- To solve this, we worked with Derma E to streamline their portfolio to align with particular skincare needs that could easily be navigated by a time-starved younger audience.
- We repositioned Derma E from cruelty-free vegan skincare to ethical beauty. This emphasizes a contemporary lifestyle where the preference for natural products lives alongside the design, ease, and accessibility of fashion.
- Underscoring the company’s ethical stance, we called out the reasons why, in a few cases, Derma E had chosen to use a man-made compound when the naturally-occurring version posed an animal welfare or sustainability concern. This empowered the new Derma E audience to see themselves as do-gooders with great looking skin.
- We approached packaging (forms, functionality, and overall look and feel) with the goal of becoming worthy to sit on the vanity countertop of a contemporary woman (while balancing the realities and limitations of manufacturing and labels on stock vessels).