{"id":26765,"date":"2024-10-09T17:30:00","date_gmt":"2024-10-09T21:30:00","guid":{"rendered":"https:\/\/simplified.com\/blog\/?p=26765"},"modified":"2024-10-10T03:27:58","modified_gmt":"2024-10-10T07:27:58","slug":"strategic-branding-and-omnipresence-strategy","status":"publish","type":"post","link":"https:\/\/simplified.com\/blog\/contributors\/strategic-branding-and-omnipresence-strategy","title":{"rendered":"Marketing Strategy That Help Skincare Client Achieve 8X ROAS and Double Revenue"},"content":{"rendered":"\n

One of the biggest challenges in branding arises when working with a well-established brand with decades of history that has an outdated reputation and several misconceptions. Repositioning such a brand to generate more revenue can be difficult, especially when you have to work with the existing packaging and products.<\/p>\n\n\n\n

At Evolut, as a lifestyle branding agency, we faced this challenge in April of this year when we took over the full brand management of a Central European skincare brand primarily used by cosmetologists. However, the client wanted to expand into the B2C market and increase sales, so our task was to reposition the brand’s image in the minds of consumers, shifting it from a professional cosmetology brand to a sexy DTC consumer brand.<\/p>\n\n\n\n

<\/span>The Challenge<\/span><\/h2>\n\n\n\n

The brand\u2019s history dates back to the 1930s. Two decades ago, the third generation of the family took over the business, and at that time, the best solution was to place the products in the hands of cosmetologists and build a reseller network. However, this approach allowed cosmetologists to market the products themselves, which over the years led to some misconceptions about the brand.<\/p>\n\n\n\n

The challenge, therefore, was to reshape the brand\u2019s perception and make it a desirable consumer brand among the target audience.<\/p>\n\n\n\n

<\/span>Brand Strategy<\/span><\/h2>\n\n\n\n

The first step in repositioning the brand was to craft a fresh creative direction and develop a comprehensive paid media strategy. Our goal was to align the brand\u2019s tonality, visual identity, and messaging with its new DTC focus, while retaining elements that resonated with its long-standing professional reputation. This required a careful balance between modernizing the brand and preserving its heritage.<\/p>\n\n\n\n

<\/span>Creative Direction<\/span><\/h2>\n\n\n\n

We began by defining the brand’s new visual and tonal approach. Recognizing that it needed to appeal to both professional cosmetologists and a broader consumer audience, we created a sleek, modern visual repertoire that positioned the brand as both expert and aspirational. The visuals were designed to increase the brand\u2019s status, focusing on sophisticated, high-quality images that would resonate with consumers seeking premium skincare solutions.<\/p>\n\n\n\n

Key elements of the new visual identity included:<\/p>\n\n\n