Dermon: body care gets a new skin
Dermon, the skincare brand of the Italian group Alfasigma, has over 40 years’ experience in dermocosmetics and innovative body cleansing and care products.
The brand has always had a forward-looking and original approach and it wanted to extend this to its new identity: “Dermon: Essential dermocosmetics”.
Enter Life, chosen by Dermon to develop its new packaging, restyle its logo and refresh its image.
When defining or renewing a brand’s image, the starting point is always the context it is associated with, where it wants to create value for people. With this in mind, Life began by carrying out an analysis of its competitors and a study of its positioning, working with the company to define a custom strategy that would differentiate the brand and raise awareness among stakeholders, pharmacists and consumers.
The outcome reflected the new vision and the brand’s core values: essential products for sensitive skin, 100% tested formulas and clear, transparent information.
An important aspect of Dermon’s restyling was its visual identity; we wanted an identity that would reinforce the long-standing, authoritative image the brand enjoys but that would also draw attention to the key features of the individual products. We also carried out a light restyling of the logo, choosing a typeface that would give it greater impact and draw attention to the brand’s famous logotype.
Once we had decided on the main visual assets, we turned our attention to the product packaging, creating an eye-catching image and a fresh but engaging and credible look and feel that would make it stand out on the shelf. The packaging needed to be able to anticipate the needs of consumers and the questions going through their minds as they examine the many products on the shelf, and then give them the answers they are looking for, helping them make an informed choice. The new packaging communicates the brand’s renewed image with its stronger, more defined and easily recognisable identity.
A different pastel colour – blue, green and pink – was chosen for each product range - cleansing, hydration and intimate washing – to convey the extensive selection of a brand whose mission is to deliver essential, gentle skincare products.
To raise awareness of the brand and endorse Dermon as a market leader, Life also organised an advertising campaign in the press to mark the relaunch of the brand and the new Extra Sensitive product range.