DERMA-E

“On the heels of its 40th anniversary, natural skin-care brand Derma E is updating its brand marketing and select packaging to appeal to younger consumers. As explained by Katie Guild, Derma E’s CMO, the brand is approaching its refresh in a few stages. On Friday, Derma E rolled out a new marketing campaign, urging consumers to, “Break free from what’s trending, reach for what’s clinically proven.”

The campaign, which highlights the efficacy of the brand’s products, features models with slight imperfections who experience some of the skin concerns the brand aims to resolve. The messaging focuses on educating about skin care and redefining what “normal” skin looks like. The included imagery, which is intentionally bright, bold and playful, will be promoted across all of Derma E’s social platforms as well as on its e-commerce site and in-store at retail partners” says Glossy.com’s Tatiana Pile.