Wrinkle Free

A packaged goods company with one skincare brand wanted to compete with higher-end department store brands, but because its product was sold in supermarkets, pricing was stuck at supermarket levels. How did the company change the perception of the brand and ultimately its price-point?

With the guidance of a current Rivia partner, the company adopted all the brand values of department store cosmetics by extending its offering to a comprehensive skincare line, revamping its packaging to include high-end touches like product information inserts, and launching a promotion and advertising campaign with excellent production values focused on science and youthfulness. Today this skincare line is one of the world’s most profitable and successful brands.