Seen hair care
Disrupting a category. Politely.
Category: Beauty
Services: Brand Strategy • Story • Copy
Brand strategy: Julie Kucinski
Design: Werner Design Werks
The situation
Helping a dermatologist take her “aha” to Ulta, despite having no product experience.
The strategy
Build founder story and infuse brand with her voice, while focusing on the aha that many skin isssues are linked to hair care produts. Clea it and be seen.
Key ideas:
Hair care that’s skin care.
or to acne, eczema and other skin issues. From past beauty experience, we knew these are Holy Grail beauty issues that make sufferers hide in self-consciousness and shame. The name came from this insight, and kept the brand focused on this highly motivated target base.
From there, we created a focused story in a crowded space. Often clinical brands are tempted to overmessage and out-fact. We identified Dr Iris’s open, caring “sinkside manner” as key to the brand, balancing elegance, simplicity and reassurance into simple messaging. This was key because her credibility and story were a key pillar of the brand strategy.
s now extended to new categories and full national distribution.
Eschewing "non-comedogenic" for human speak like "won't clog pores"
Channeling Dr. Rubin's friendly, reassuring and friendly "sink-side manner" to the deeply emotional subjects of acne, breakouts & skin issues
