Triple-Digit Growth in First Two Years

Sources: Beauty Store Business Magazine, SPINS, IRI, Los Angeles Business Journal

Derma E 360° Brand Strategy

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

Related Content

Derma-E Rejuvenates Skin-Care Packaging Design

Packaging Digest
October 24, 2016

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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“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

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