Lana M. Ugurtas

Background

Codex beauty is a skincare line that is rooted in science and transparency. 

Ask

To develop a brand architecture for the brand's launch, including purpose, positioning, target segmentation and name development. 

Problem

Skincare is an oversaturated category that offers little to no transparency into the product composition, while consumers are more educated than ever about ingredients and their efficacy.  

Insight

Science First: To get a buy-in from the consumers, beauty brands need to lead with a scientific approach to assure the consumer that the products will work and there is real science behind the formulation and not just a promise.

Strategic Positioning

Open Source Beauty: A radical way to look at the beauty category where information flows freely between the brand and the consumer, ingredients, formulations, and methods are shared with the loyal community of Skintellectuals who disseminate skincare knowledge among the consumer base.