Client News

LPK BEAUTY DEVELOPS BRANDING STRATEGIES TO LAUNCH DERMAL RENU® FACIAL SKINCARE LINE
January 13, 2010

 

Leveraging Simplicity and Science To Differentiate New Entry Into Prestige Skincare Category

CINCINNATI, OH –January 13, 2010– LPK, the international brand design agency, working with Wellness Formulations LLC, has developed branding strategies encompassing product positioning, packaging and structural design, web site design and nomenclature of the Dermal Renu® brand, slated to launch in early January. The Dermal Renu® brand addresses anti-aging through a unique combination of ingredients, such as antioxidants, moisturizing elements, peptides, and botanical extracts, as well as four anti-glycation (anti-aging) agents. These active ingredients are continuously released into your skin, through a proprietary delivery technology called EnduriVeil™, providing maximum benefits for skin.

“Through LPK’s brand leadership, we better understood how critical it was for our positioning, and every brand touchpoint to resonate with our target customer – a woman who truly believes that age is just a number, that skincare is part of a total healthy lifestyle and a woman who seeks simple solutions to anti-aging”, said Anthony Cicini, Vice President, Wellness Formulations LLC.

“Wellness Formulation’s Dermal Renu® presented a unique opportunity to craft a beauty brand’s narrative, architecture, design aesthetic and nomenclature from the ground up. This is a break-through product and that we saw through the target consumer’s perspective and built a brand that spoke to that consumer via any channel. Dermal Renu® is a serious product with incredible beauty benefits – the right balance of a beauty aesthetic with a scientific yet understandable benefit messaging platform”, said Elle Morris, Vice-President, General Manager of LPK Beauty.

LPK developed a clean and simple approach to the packaging system, leveraging matte & polished metallics and a soft color palette, with circular graphic elements to reinforce the EnduiVeil™ delivery technology. Structurally, the packaging shape reinforces Dermal Renu® as a prestige product that’s sophisticated and conveys a believable platform. From a nomenclature standpoint, product descriptors like DayShield and CleanStart were created to be straightforward and intuitive.

In addition to the Dermal Renu® skincare system, LPK developed primary and secondary package graphics for SunShield, a daily-wear sunscreen product also being introduced by Wellness Formulations LLC this month.

Dermal Renu® products are available exclusively online at www.dermalrenu.com, and are being introduced on this month on cable television’s “Beauty Spaces”, a mini-series seen on WE and TLC networks focused on the “New Year, New You”. The launch will be supported by paid cable television programming airing nationally on a variety of cable networks running this week.

About LPK
LPK is an international design agency with a proven track record in Building Leadership Brands. By integrating strategy, design and innovation, LPK leverages relevant consumer, shopper and market insights to create value, sustain leadership and transform businesses. The agency’s portfolio of category-leading brands and long-term client relationships attracts some of the best and brightest creative minds in the world. LPK’s combination of strategic skills, creative disciplines and cross-cultural perspectives results in brand-building innovation across media, geography and time. With a presence in North America, Europe and Asia, LPK is the world’s largest employee-owned brand design agency. LPK has developed and managed brand design franchises for some of the world’s most successful businesses, including Gillette, Pampers, Olay, 3M, Jim Beam, IBM, Hershey, Coleman, U.S. Bank, AT&T, Kellogg, Novartis, Samsung, PepsiCo, and Kraft Foods. LPK has been recognized by The Wall Street Journal as a “Winning Workplace” and by Inc. Magazine as “one of America’s Fastest Growing Private Companies.” For more information, visit www.lpk.com.

About Wellness Formulations LLC
Wellness Formulations, LLC, the developer of Dermal Renu®, is a leader in anti-glycation research and product development. Our technology is based on over 25 years experience in transdermal delivery of pharmaceuticals. Our commitment to our consumers' needs is reflected in the resources and care we devote to our products from their conception to completion. Our research and development teams are committed to offering technologically advanced beauty and wellness products, while our quality customer care is focused on enhancing the lives of our consumers. Wellness Formulations, LLC produces premium products, while honoring our responsibilities to our environment, our community, and our employees. All of our company’s research, quality, and business practices are managed according to FDA regulations. For more information, go to www.dermalrenu.com.