Triple-Digit Growth in First Two Years Sources: Beauty Store Business Magazine, SPINS, IRI, Los Angeles Business Journal

Derma E 360° Brand Development

Challenge

Losing to Younger Brands

  • Right expertise & ethics but couldn’t connect with younger audience.
  • Too many SKUs.
  • Too clinical.
  • Too steep of a learning curve.

Goal 

Transform the 30-year-old vegan skin care company into an ethical beauty brand.

Insights

  • Younger women see skin care as beauty.
  • Loyal customers could not build and maintain a line-specific regimen due to channel strategy.
  • Current consumers had been loyal to the brand for 15+ years, but didn’t talk about it.

Strategy

  • Align portfolio with time-starved younger audience.
  • Reposition from cruelty-free vegan skincare to ethical beauty.
  • Empower the new audience to see themselves as do-gooders with great looking skin.

Go-to-Market Strategy:
Eco-ethical Beauty

Results

  • Triple-digit growth in first two years.
  • Sold to Topix Pharmaceuticals.

Scope of Work

  • Audits & Analysis
  • Audience Insights
  • Research & Insights
  • Trend Analysis
  • Brand Positioning
  • Visual Strategy
  • Packaging Design
  • Industrial Design
  • Branded Ecosystem
  • Sales Collateral
  • Photography Guidelines
  • Brand Bible
  • Website

“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

We helped Derma E crossover to FDM channels and gain market share in the natural channel. What’s your brand’s growth challenge?

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