CREATING THE BRAND VOICE

This brand began with a clean canvas. CSI explored all opportunistic venues to ensure a unique tone and manner was achieved in a specialty retail venue for a dermatologists skin care brand where accessibility to many was a mandate. This included exploring brand names that were not the doctor’s name specifically, but included the doctor’s name in a secondary fashion, as well as using the doctor’s name as the brand name with secondary taglines. What evolved through our market knowledge and spending time with Patricia was Patricia Wexler M.D. Dermatology and her very personal approach in which the doctor’s voice of authority offered a snippet of knowledge and a point of view on the skin problem as it pertained to her solution on every package. The brand answers the classic problem/solution message that all serious skin care brands answer—but in a unique visual manner. As well as creating and identifying a series of intelligent branded trademark assets like “what’s your skin concern?” embedded right in the packaging, the name “Dermocracy” tied to the tag “Great Skin for All” evolved and plays an important role in the brand’s accessible mandate.