Derma-e - spelled derma|e in its logo - includes over 80 skin care and body products that are available at over 8,000 retailers across the U.S., including Whole Foods, with additional distribution in more than 36 other countries. The brand's packaging has recently been redesigned, and its new look intends to help Derma-e claim its place as a skin care authority.
Bold colors and graphics were used to inspire a new confidence among its consumers, who look for products made with natural ingredients.
Derma-e enlisted the help of industry veterans Cynthia Beesemyer of The Brand Initiative and Jeffrey Morris of Studio Morris, both based in Los Angeles. "Their partnership was invaluable," says Jennifer Norman, the brand's vice president of marketing.
Conveying ‘Clinical-Meets-Natural’
Derma-e's old packaging, above, and new look below. |
Derma-e uses light blue for one of its product ranges. |
The brand was founded by David Stearn and Dr. Linda Miles, D.O.M., who made sure none of the products contained any controversial ingredients from the start, including: parabens, phthalates, GMOs, sodium lauryl sulfate, petrolatum, mineral oil and dyes. The products are also 100% vegan, and aren't tested on animals.
But the new packaging doesn't look typically "natural."
"Our new branding initiative is meant to convey our ‘clinical-meets-natural’ positioning," explains Norman. "We also wanted to enhance the brand's attractiveness and relevancy to a new generation of consumers, while also improving visibility and shop-ability," she says.
Cynthia Beesemyer of The Brand Initiative, explains, "We started with assessing derma e’s brand equity and the competitive arena to understand what was working, and what could be improved. Our goals were to expand the brand’s reach to new consumers, engage them at the shelf, and help them make an informed purchase decision—all in the precious few seconds you have their attention.”
Efficacy First, 'Natural' Second
The term, 'Straight Talk,' was used as a starting point for the new design – because the products do what they say they do. "The term also reflects an honesty for how the company conducts its business," explains Jeffrey Morris, director, chief creative officer, Studio Morris.
Morris translated the term in a design sense by visualizing "simplicity, functionality, and an almost utilitarian point of view." He adds, "We wanted a clean, easy to understand system that presented the product as efficacious - and that natural was an added benefit."
Since Derma-e is sold primarily in retailers that are already focused on "natural," Morris explains that becomes too 'expected'—and not a unique selling point that will ever differentiate the brand among its competitors in stores such as Whole Foods.
"Our main goal was to communicate that this product was serious stuff, whether it was 'natural' or not. Our view of the natural market is that consumers are sophisticated and familiar enough with natural products so that we don't have to go down the road of creating a traditional 'natural' looking package design," explains Morris.
Branding with Color
Derma-e's colorful boxes create a 'billboard effect' on store shelves. |
The design team updated Derma-e's color palette to give the brand a more contemporary and youthful appearance. "Color now plays a more vital role on the packaging than it did before," says Morris. "The color branding helps the packaging to stand out at point of purchase. When the packages are lined up next to each other on-shelf, there is a very strong 'bill boarding' effect that helps the product grab attention and be more easily found," says Morris.
Beesemyer adds, “The bold new packaging communicates everything a consumer needs to know at a glance - correlating their skin needs with the perfect product solution.”
The packaging also features a leaf symbol, calling attention to the natural ingredients that the formulas contain. "Derma-e has been using a leaf symbol for some time, but we chose to build more awareness of the symbol by using it in a more predominant way on the package," Morris explains.
Results, and Reactions to the Redesign
Derma-e had to go through a transition period, typical for any brand when it redesigns its packaging.
"Sales dipped slightly, during the transition to the new look. Fortunately, we put tools in place to mitigate the consumer's confusion as much as possible, including holding store training sessions, as well as instituting ‘before-and-after’ shelf signage, and product selector tools," explains Norman. "Due to these efforts, sales are now back in the double-digits. The redesign has increased sales, which are continuing to grow."
The response from both retailers and consumers has also been positive.
"Retailers appreciate the bold, modern design, for its improved visual impact on store shelves," says Norman. "Consumers tell us that the new look is vibrant, natural and clean—and that the new benefit-oriented names make selecting the right products easier."
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This month's FEATURES - in the SEPTEMBER 2013 ISSUE