Marketing Challenge
The Proderm brand, offering dermaceutical products exclusively distributed in medico-aesthetic establishments, wanted to regain market appreciation by repositioning the brand and increasing market share significantly. As the products are generally recommended by dermatologists and specialists, the main objective of VIBRANT’s mandate was to create the brand’s playbook to support the sales team in repositioning the product on the market.
Solution
Redefinition of the brand and its strategic targets in order to reach its target audience. The solution was to distance oneself from the competition by creating a new brand identity that inspired confidence among consumers. Research and audits conducted by VIBRANT showed that the competition of dermaceutical products were categorized according to type of usage and linked to treatments. In order to attract professionals and be more accessible to consumers, VIBRANT created a new brand architecture and product organization that focused on functional benefits while maintaining a clinical appearance.
Results
New minimalist, elegant packaging with a clean and easy-to-understand hierarchy of information. A new categorization of products allowing an easy understanding of the product range. A new logo representing the active agents on the skin. A final result that inspires confidence and beauty among consumers of the Proderm brand.
VIBRANT was mandated to develop the new strategic brand guidelines and the marketing brand book. The objectives were to define the repositioning of the brand and update the visual identity of the brand.
