• I directed this imagery to tell a visual story about DermaCharge, the moral of which is that it’s silly for men and women to use different products for the same problem. Currently resides in the developer’s sandbox.
  • I directed this imagery to tell a visual story about DermaCharge, the moral of which is that it’s silly for men and women to use different products for the same problem. Currently resides in the developer’s sandbox.
  • I directed this imagery to tell a visual story about DermaCharge, the moral of which is that it’s silly for men and women to use different products for the same problem. Currently resides in the developer’s sandbox.

There are hundreds of anti-aging products made explicitly for women and a handful just for men (although more hit the market all the time).

But none that overtly appeal to men and women.

The Strategy

The journey to develop final packaging and marketing assets involved hundreds of considerations, recommendations, and decisions. But, the solution began with a simple insight:

The forces that prematurely age skin are the same for men and women. My client’s solution contained ingredients clinically proven to work for either gender.

So why not market this anti-aging compound like toothpaste or hand soap?

In other words, create packaging and marketing that address customers’ needs instead of their gender.

Project Deliverables

  • Online and at retail category research
  • Positioning strategy
  • Product test design, product tester recruitment, post-test creative messaging research and results reporting
  • Project team assembly
  • Story development
  • Wireframe development
  • Creative direction: packaging, landing page, collateral material
  • Copywriting
  • Project management

LAUNCH STATUS

Currently, the company is resolving legal and production issues. As a result, they have suspended oral product sales and put the DermaCharge launch on hold.

At the same time, none of that changes the fact that this 18-month project gave me and my team the opportunity to develop a brand with the potential to transform an entire category- and how people think about their skin.

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