Actavis is the world's third-largest generic drug manufacturer and is the owner of the DermaLab skincare brand.
They came to us with an open brief to look at their Arrowcare Derma brand, which was not gaining traction in the market. Our market insights clearly defined an opportunity to tackle the competition head-on - with our focus on balancing nature with science. The main competitors were all "chemical-based", and the market was sceptical that a natural product could work.
We reviewed the market through a competitive audit and renamed the product DermaLab, where the name combined both function and science to support its proposition. This formed the backbone for our packaging design with a clean white medicinal look but supported by our brand narrative casual on-pack communication and language.
Our marketing and advertising were edgy, which challenged traditional communications. This rebrand and packaging re-design had a considerable impact, alongside significant distribution and uptake within pharmacies, and sell-through to happy customers. The range has extended in more sizes, and the brand continues to grow.