SLMD

SLMD makes world-class dermatology accessible to everyone. We promote education and empowerment.

Brand Transformation:

Brand Repositioning
Rebranding
Art Direction
Verbal Identity
Packaging 

Photography courtesy of SLMD

The famous pimple popper needed more pop

The Challenge

SLMD, the signature line of world-famous, Dr. Pimple Popper, Dr. Sandra Lee, makes world-class dermatology accessible to everyone. It’s educational and empowering. It’s Dr. Sandra Lee’s insights and expertise, right at your fingertips. But while the product was effective, it wasn’t effectively standing out in crowded retail environments.

It's not skincare, it's skin health

Creating the active position

SLMD is more than self-care, addressing deeper issues than many skincare brands. It’s a skin health brand. How did we progressively move from a brand position that’s undifferentiated from competitors, focused on ‘glow’, and bring to the surface the unique benefit of Dr. Lee’s skincare systems: Dermatology Unlocked

Layering potential for multi-million growth

Brand action

Packaging redesigns take years to roll out. The need to overhaul was immediate. Our approach gave SMLD a toolkit they could implement long before the packaging was ready for its reveal. Our brand system, rooted in the dermatological DNA of the brand moved the needle and worked alongside old packaging, elevating the brand while the packaging was reworked and the full website was refreshed.

SLMD brings education and high quality products to the masses.

Clear confidence at every turn

Brand growth

Developing the verbal identity for the new positioning Dermatology Unlocked required precision. It’s science. It’s education. It’s compassion. It’s understanding. It’s a deeper knowledge of the skin you live in. Everyone deserves to feel confident in their skin. We’re democratizing dermatology and making healthier skin a possibility for all. Every word was considered from pack to brand foundation to deliver the perfect solution.

Shelf disrupter to market disrupter

Brand growth

Target is a great place for brand awareness—so long as you’re seen. SLMD has products to address a range of skin issues. Many of the products are part of a system, intended to be grouped. The line is complex because the needs are complex—after all this is real dermatology. Our product packaging system was designed to not only dominate on-shelf and in ‘shelfies’ but also organize the product lines. Deeply complex, and highly simple to rollout.

“You did such an amazing job with the rebrand for SLMD.”

—RENEE, CMO, SLMD