branding challenge 1:
Over-the-Counter (OTC) Medicated Products are Regulated. Ideating with a clean slate is something we do well, but OTC medicated brands are complicated, filled with a lot of hurdles in terms of FDA regulatory requirements, warnings, active, non-active ingredient listings, all of which challenge brand vernacular, naming, navigation and aesthetics.
branding challenge 2:
Regimens. Rodan + Fields point of difference was not just in its efficacious pharmacy-grade ingredient formulas, but also its methodology. The doctors believe regimens deliver results, as Proactiv proved, and the path to great skin lies in their unique multi-med approach, where one step in a regimen builds on the next. With compliance a challenge, we knew if a consumer was given the option to cherry-pick their steps, and buy individually packaged products, proper treatment would be unlikely. And yet, we didn’t want to be another box on a shelf full of tubes and bottles that confused a consumer.