Differentiation in a Red Ocean B2C Category

30/05/2025

Industry: Skincare / BeautyTech
Context:
A new skincare product entered a saturated market. It had superior formulation but lacked brand distinction.

Problem:
Every competitor looked and sounded the same: clean design, wellness messaging, and product-focus. There was no cultural whitespace left.

My Role:
Brand Strategist tasked to find positioning that breaks through the noise.

What I Did:

  • Ran cultural insight research and unearthed an underserved tribe of consumers fed up with "fluffy" skincare promises

  • Developed the brand's Strategic Archetype: The Intelligent Rebel

  • Designed a new narrative platform focused on scientific rebellion — clarity over confusion, truth over trends

  • Directed the rebrand across packaging, campaign voice, and influencer partner briefing

Team Involved:
Creative Director, Product Formulator, CMO, PR Lead

Results:

  • Increased DTC conversion by 31% in 2 months

  • Became a niche cult brand, gaining organic traction through word-of-mouth in dermatology subreddits

  • Positioned for entry into EU retail distribution

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