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 to more sizes, and the brand continues to grow.