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).
However, until now, none of the available options overtly appealed to men and women.
That gap created a rich opportunity to develop not just a new skincare brand, but a new product category.
Developing the final packaging and marketing assets for DermaCharge involved hundreds of considerations, recommendations, and decisions.
That said, the solution began with a simple insight:
The forces that prematurely age skin are the same for men and women. So why we wondered, were there no anti-aging products that acknowledged this fact?
Then came the proverbial bolt of inspiration.
Why not market DermaCharge with messaging that addressed customers’ needs instead of their gender?
It works for shampoos and toothpaste, to name just two gender-neutral health and beauty categories. Why not skin care?
- 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 including keyword strategy and SEO optimized landing page content
- Project management
Testing is complete and production is in place. DermaCharge is set to launch in the spring of 2019.
To conclude, the journey from concept to actual product began in late 2016 and required more than two years to come to fruition.
Most importantly, it gave me and my team the opportunity to develop a skincare brand from scratch.
Not only that, the project offered the potential to transform how people think about skin care, and as a result, invent a new health and beauty category.