Market Overview

Perricone MD Celebrates The Female Scientist As It Relaunches With A New Brand Positioning And Philanthropic Partner

Share:

Perricone MD Celebrates The Female Scientist As It Relaunches With A New Brand Positioning And Philanthropic Partner

Iconic skincare leader reveals evolved communication strategy and thought provoking campaign

PR Newswire

SAN FRANCISCO, Aug. 1, 2018 /PRNewswire/ -- Perricone MD has forever been known as the brand that pushes the limits of cosmeceutical skincare.  Today, the science-driven brand embarks on a new chapter as it unveils a refreshed communication strategy rich with an invigorated mission and a new look at retail featuring a streamlined approach to its core franchises. This momentous occasion also marks the launch of the Perricone MD "Born Seekers" campaign, which proudly celebrates the female scientist. The campaign features the accomplishments of renowned women in fields ranging from medicine to chemistry and engineering.  Dedicated to continued scientific research and innovation, Perricone MD's "Born Seekers" campaign features a philanthropic partnership with Scientista™, a national organization that supports and empowers pre-professional women in STEMM with content, communities and conferences at campuses across the nation.

New Perricone MD Retail Linear with Revised Franchises

New Storytelling & Look
Perricone MD's elevated mission boldly asserts its quest for excellence. The brand is placing sole focus on its core 40+ consumer seeking superior skincare solutions with uncompromising results. "Baby Boomer and Generation X consumers are looking for serious skincare solutions that work, and that's what we consistently bring," said Perricone MD Chief Marketing Officer Robert Koerner. "You'll see a bold new brand campaign to reflect this strategy, focused on straightforward results backed by our proprietary sciences, clinical studies and consumer testimonials. Indeed, refocusing on our core 40+ consumer and addressing her skin concerns means this brand might not be for everyone. And we're not afraid to say it – we're no longer chasing Millennials."

The new brand campaign pairs beautifully with a complete revamp of the product portfolio, introducing color-coded navigation to assist in the self-select retail environment, more straightforward product names and streamlined packaging copy to clearly communicate ingredients and benefits. "Perricone MD has always had a vast assortment of effective skincare treatments, but the collections were not always the easiest to shop," said Koerner.  "In an effort to streamline and ease in selection, we've significantly edited the assortment and improved the navigation, allowing consumers to easily curate their perfect assortment based on their individual skin concerns." The revised Perricone MD collections consist of the High Potency Classics, Vitamin C Ester, Hypoallergenic, Cold Plasma Plus, Essential Fx, Neuropeptide, No: Rinse, No Makeup, Masks, Pre:Empt Series, and H2 Elemental Energy.

The edited Perricone MD product assortment launches today on perriconemd.com and will roll out to Sephora, ULTA Beauty, QVC, Nordstrom, Dillard's, and Lord & Taylor in the coming weeks.

The Born Seekers
As part of its new communication platform, Perricone MD has partnered with several female scientists who will be featured in the new brand campaign. These "Born Seekers" are all accomplished female scientists each with their own unique and personal story, including Dr. Laura Danly, Dr. Yael Joffe, Shaughnessy Naughton, Dr. Hope Rugo, Jessica Samuels, Amy Koski, Dr. Sophia Yen, Hadia Zarzour, and Julienne Stroeve. Accomplishments range from engineering the Mars Rover to advancing the research of gene therapy.  All the women involved exemplify incredible determination by pushing boundaries and meaningfully impacting the world through science and innovation. "This is the first time in Perricone MD's 20-year history that we have featured real women in a campaign," said Koerner.  "The brilliant women who chose to share their insights with us illustrate just how important it is to support scientific research, a cornerstone of Perricone MD since the very beginning. Through our partnership with Scientista, we pave the way for the next generation of female scientists, which was important as we look to the future." Perricone MD has donated $100,000 to Scientista to provide four fellowships to young women seeking to further their studies in a STEMM-related field. The four finalists will be invited to present a ten-minute talk to share their unique Born Seeker story at the annual Scientista Symposium, the leading conference for college and graduate women in STEMM. More information on the "Born Seekers" Program and the scholarship entry process can be found here: https://www.perriconemd.com/our-story/born-seekers

About Perricone MD

We Pick Up Where Nature Left Off.

For over two decades, Perricone MD has been a holistic, three-tiered anti-inflammatory skincare and wellness system. This consists of diet, essential dietary supplements and potent topical skincare solutions backed by some of the most powerful ingredients on the planet. Perricone MD was created by Dr. Nicholas Perricone, whose New York Times best-seller The Wrinkle Cure introduced the world to the benefits of an anti-inflammatory lifestyle. Perricone MD is driven by the pursuit of fearless innovation and a stubbornly uncompromising spirit of excellence. We continuously seek the truth in unlocking the powerful science behind healthy-looking skin, from the inside out and outside in.

Perricone MD products feature some of the most potent ingredients on the planet that replenish the building blocks of healthy-looking skin, picking up where nature left off. The brand's award-winning patented sciences include: H2 Energy Complex, Nrf2 Antioxidant Support Complex, DMAE, Alpha Lipoic Acid, Vitamin C Ester, Acyl-Glutathione, and Neuropeptides. Perricone MD products are available on perriconemd.com and a flagship store in Berkeley, CA, as well as at Sephora, Ulta, Nordstrom, QVC, Dillard's, and other leading specialty stores in the US. Perricone MD products are also available in more than 34 countries around the world in prestige retailers.

Perricone MD Advertisement

Cision View original content with multimedia:http://www.prnewswire.com/news-releases/perricone-md-celebrates-the-female-scientist-as-it-relaunches-with-a-new-brand-positioning-and-philanthropic-partner-300689809.html

SOURCE Perricone MD

View Comments and Join the Discussion!