STRATEGY | IDENTITY | PACKAGING | DIGITAL | COMMUNICATION
Strategy
Introduced in 1998 by the scientists who discovered alpha hydroxy acids, Exuviance needed a brand refresh that honored its technical background while elevating it with contemporary, luxurious spa-inspired visuals and messaging.
Packaging
Communicated the importance of building a personal, intentional skincare regimen by featuring motivational intention words that define each product category. Maintained the brand’s new, elevated positioning through clean design and colors that stand out amongst the competition on shelf.
Digital
Encapsulated the updated, aspirational brand ethos in all relevant digital assets, including video which, inspired by the short films popularized in various luxury categories, challenges and raises messaging expectations in dermatological-level skincare.
Communication
The evolution from dated, science-only into contemporary, science-meets-luxury was accomplished through a stark, bold campaign that featured diverse models shot with an edge and emotive, minimalist messaging (You, Intentionally).