Repositioning Veritas Skincare from natural to proven.
Veritas sits in the most crowded territory — overlapping with mass-market gentle brands. We own nothing distinct.
Twelve words. One north star.
We name ingredients by their INCI designation, not marketing terms.
We explain complexity without condescension — like a trusted dermatologist.
No filler words, no pseudoscience, no magical thinking.
We share the research process, not just the final claim.
We acknowledge what we don't know and what no product can promise.
Dry humor where appropriate — we don't take ourselves too seriously.
01
No stock photography. Lab imagery only.
02
One accent color per layout maximum.
03
Whitespace is a design element, not filler.
COLOR PALETTE
TYPE SPECIMENS
Playfair Display
DM Sans Regular
Courier Prime 01234
ICON GRID
STAGE 1
BEFORE
"Made with natural botanicals"
AFTER
"Sourced from Centella asiatica farms in Madagascar with third-party verification"
STAGE 2
BEFORE
"Clinically tested"
AFTER
"12-week study, 84 participants: 67% improvement in barrier function measured by TEWL"
STAGE 3
BEFORE
"Apply morning and night"
AFTER
"Layer after actives, before occlusive. Peak absorption at pH 5.5."
Green-washing seekers who prioritize "clean" labels over efficacy
Price-only shoppers unwilling to pay mid-premium
Ritual-first buyers who value ceremony over formulation
Science-curious millennials who read ingredient lists
Derm-recommendation seekers who trust clinical evidence
Ingredient-literate Gen Z who demand proof and transparency
| BRAND | ORIGINAL POSITIONING | NEW POSITIONING | RESULT |
|---|---|---|---|
| Oatly | Health-focused dairy alternative | Sustainability-driven cultural disruptor | $2B valuation, category leader |
| Liquid Death | Premium canned water | Death to plastic, punk-rock hydration | $700M revenue, explosive growth |
| Function of Beauty | Custom haircare products | Personalization through formulation science | 1M+ customers, $100M+ revenue |
| Murad | Spa-quality at-home skincare | Dermatologist-founded science-first | Acquired by Unilever, premium tier |
74%
of surveyed Veritas customers said they chose the brand because they believed it was "more scientific than others"
but only 12% could cite a specific claim.
n=1,200 current customers, fielded Jan 2024
Q1 2024
Brand brief + identity refresh
Finalize positioning, update visual system, create brand guidelines
Q2 2024
Packaging update + digital relaunch
Redesign all SKUs, rebuild veritasskincare.com, update all digital channels
Q3 2024
PR and clinical-content campaign
Launch thought leadership, seed to derm influencers, publish study results
Q4 2024
Retailer co-op with Sephora
220 new door expansion, in-store educational endcaps, associate training
Identity & Guidelines
30%
Packaging Redesign
25%
Digital & Web
28%
PR & Content
17%
BRAND AWARENESS
Unaided brand recall +18 points
PRICING POWER
Average selling price +$8 ($26→$34)
DISTRIBUTION
Sephora door count +220 locations
OWNER
Priya Nair, CMO
DECISION DATE
March 15, 2024
Presented to board chair Lena Sorensen and CEO David Kwon