Previous Next What’s your skin concern? A logical question coming from renowned dermatologist Dr. Patricia Wexler; and the first one she asks patients. We decided to express the skincare brand around that very question and the doctor’s authority. Developed in partnership with masstige retailer Bath & Body Works and Dr. Wexler, “Dermocracy. All skin [re]created equal.” was the umbrella decree created for this serious skincare brand. Our strategy and positioning paper commissioned at the outset by BBW mushroomed into years of a branding partnership for Wexler (and ideating and designing several new brand categories for BBW). Appears simple. Complex in execution. A lot is going on between the lines in this brand. Bath & Body Works obtained the rights to a cutting-edge, science-based, proven skin care technology. Dr. Wexler agreed with its thesis and wants her namesake brand to reach the masses, speak with authority, noting its scientific clinical results, while looking fashionable and modern. We’re experts on the latter; the challenge is how to tell a complex skin technology story, credential the doctor, note the skin type, the problem, its solution, and category, and navigate the ‘masstige’ consumer. We chose to organize the brand architecture, blending a unique and sophisticated hierarchy of communication and compartmentalized navigation. We hero-ed the doctor’s name, Wexler, as the brand; Patricia Wexler M.D. reinforced authority, yet access (versus the formality of Dr. Wexler Skin Care); her patient’s experience, asking, “what’s your skin concern”; then answer with a product name that was ostensibly both the problem and solution; design devices in a lock-up that navigates skin type and category. It worked. What we did. -brand strategy and positioning. -innovation and technology articulation. -brand identity. -brand architecture. -naming and verbal identity. -package design. -collateral. -in-store experience.