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Case Study: Media Mix Conveys Heart of Brand; Establishes Foothold in the Market
By: Ross Glick
Posted: August 31, 2011, from the September 2011 issue of GCI Magazine.
Indelible, a digital innovation company specializing in beauty and cosmetics brands, recently conceptualized and created an e-commerce website and Facebook presence for prestige skin care line Love Life Skin. The digital and social media campaign spurred impressive growth for a nascent brand in the crowded luxury cosmeceuticals market.
Launched in 2011, the website spotlights Love Life Skin’s origin as well as its revolutionary formula. The brand was founded by Ranee Flynn, a cancer survivor and a veteran in the beauty industry. While receiving chemotherapy in her doctor’s office, Flynn overheard cancer specialist Ann Marie Beddoe, MD, comforting a patient who complained about chemotherapy’s ravaging effects on her skin. When Dr. Beddoe expressed her wishes for a skin care line to combat the dehydrating effects of chemotherapy, Flynn chimed in and offered to help. Out of this serendipitous moment, Love Life Skin was born.
Flynn was enlisted by a team of oncologists—Dr. Beddoe, Peter Dottino, MD; and Rudy Segna, MD—to carry out her vision for a line of products that all women, not just those undergoing chemotherapy, could use, and chemist Tian Wang, PhD, was brought in to help formulate a unique concentrate. He was directed to spare no expense in development, and the outcome was Recovery Elixir 31—a blend of 31 of the world’s most powerful organic botanicals, antioxidants and moisturizing ingredients formulated to revitalize ravaged skin.
Indelible’s mission was to launch a unique cosmeceutical skin care line formulated to rehydrate and heal even the driest, most traumatized skin. While designing the e-commerce and Facebook sites, Indelible was mindful that the brand must be presented not only as a top-of-the-line product with a clinically proven formula but also a product with the power to heal from the outside in.
The goal was to convey a revolutionary product without losing the emotion and heart behind it. Through thoughtful organization of the website architecture, it was possible to communicate the inspiration behind the brand and science behind the formula without making it too clinical.