Perricone MD

Uncovering the DNA of a “Doctor Brand”

Dr. Nicholas Perricone knows what he’s talking about. Ask him about the benefits of watercress and he will deliver an encyclopedic soliloquy about the detoxifying powers of this often overlooked salad green. A board-certified dermatologist and the author of the landmark Wrinkle Cure and other New York Times bestsellers, Dr. Perricone launched a line of skincare products in 1997 based on his extensive research. The line quickly defined the “Doctor Brand” category, rejecting the prevailing hope-in-a-jar ethos. A dedicated following was born.

After steadily climbing sales, the brand launched a new look in 2008. Glass jars and bottles yielded to plastic containers, and the brand’s signature brown colour was replaced by a myriad of fashion-inspired pastels. Sales immediately sagged and Concrete was retained to assess the situation.

Our initial audit concluded that the new look, which was implemented to increase product appeal in “open sell” retail environments such as Sephora, had damaged the brand’s DNA. Perricone MD is a premium brand that trades on the reputation of the doctor himself. Concrete recommended that, rather than tweak the new look, we should return to the original design as a building block for a new approach.

Rebranded product was back on the shelves within six months of our engagement. The rebrand’s foundation featured amber coloured glass jars and bottles, simple labels featuring elegant brown serif typography, and a streamlined logo. While the look felt fresh and new, the relationship to the original apothecary-inspired brand was clear. The sales curve bent upwards almost immediately.

Concrete has continued working with Perricone MD for the past five years, extending the rebrand to all customer touch points: product line extensions and launch campaigns, videos, advertising and website. Growth in new sales (online and QVC) have increased dramatically, matched by consistent, year-over-year overall revenue growth.

Services

Visual Identity / Print / Advertising / Packaging / Art Direction / Video / Event Design

Anatomy of a Brand Journey

1997

The original package design that launched the Perricone MD brand.

2008

Redesigned brand that resulted in customer complaints and sales decline.

2009

Brand overhaul that reconnects the brand to its apothecary-inspired DNA.

 



Sagging sales have been replaced by double-digit growth for the past 5 years.


 



Brand Extensions

The fundamental components of the brand – Perricone MD word mark, Mortar & Pestle logo, typographic structure – allowed for a great deal of flexibility in creating a variety of brand extensions. The “Neutriceutical” line employed descriptive photography to differentiate it from the core skincare products.




 

Prescription

In an effort to reinforce Dr. Perricone’s authority on skin care, Concrete created Prescription. The tabloid format leverages Dr. Perricone’s wealth of knowledge in a mix of editorial content about the ingredients of healthy living, along with product information.

 



Serious About Beauty

Six years after the successful rebrand of Perricone MD, it was time to evolve the brand’s strategic position. Concrete created the film “Serious About Beauty” which documents Dr Nicholas Perricone’s philosophy for achieving healthy skin – shifting the brand’s exclusive emphasis on anti-aging.


 
 
 



Malibu & Berkeley Boutiques

Perricone MD’s principal distribution is through mass retailers, QVC, informercials and online. However, company-owned boutiques in Malibu and Berkeley California provide us with the opportunity to create a fully immersive Perricone MD retail experience.