It may sound a bit judgmental, but when it comes to product design and packaging, looks really do matter. From my experience working with various skincare and beauty brands, sometimes the biggest struggle in selling products and spreading the word about a company lies solely with the packaging.
There’s nothing wrong with a change in visuals or aesthetics for a brand, in fact it’s a pretty natural transition for most brands that are seeking longevity and relevancy. Contrary to what most people believe, changes can also be made in sustainable or thoughtful ways regarding packaging or investments to more sustainable practices, proving that good branding doesn’t always have to be wasteful.
Many green beauty brands have transformed their branding over time and succeeded in drawing lots of followers. Just take a look at the evolution of brands like La Bella Figura, Rachel’s Plan Bee, Gressa Skin, and Alima Pure.
L to R: Old packaging vs. new packaging.
derma e is a natural skincare brand that’s been around for a while and has definitely been due for a product/branding update. While the brand’s pricing and product offerings lean more towards conventional drugstore rather than luxury, the doctor-developed, skin-friendly, earth-friendly, natural and vegan formulas remain trusted by many.
derma e’s subdued packaging and plain visual branding often made me feel like their effective formulas constantly got lost in the crowd as time went on and was the culprit for the brand’s lack of potential in exposure among the green beauty community.
The brand recently announced that they are transitioning the appearance of their packaging design and logo. derma e is slowly rolling out new packaging for it’s different skincare lines starting first with the Hydrating skincare line and following with the Anti Wrinkle, Firming lines, and Microdermabrasion Scrub + Overnight Peel.
Photo courtesy of derma e
While the brand is renewing their look, their mission and all the eco, ethical, skin-benefitting formulas will remain the same. It’s an opportune time to up the ante on outdated, “crunchy” branding, as more consumers are interested in discovering natural skincare alternatives that are also chic in aesthetics.
While derma e’s old product branding featured bright colors, opaque plastic labels and basic, flimsy packaging, the new branding seems to have graduated in style and in persona with. In addition to beautifully patterned package interiors, there is more attention to detail through minimalistic labeling and typography, muted earth-tone colors, and frosted glass jars. The new lotus flower design is more modern and eye-catching while paying homage to the brand’s simpler logo, which has remained the same yet updated in color. There’s an air of freshness and overlying chicness that exudes from the new products.
These improvements are something I’m very pleased to see and will definitely influence me to reach for derma e more as well as recommend them to inquiring friends.
I was able to preview the new branding of the Hydrating skincare line and compare it to older packaging, while also testing out the creams. The Hydrating Night Cream (new packaging) is perfect for dry and combination skin types. I have enjoyed the lasting hydration and quickly absorbing properties of this cream. The formula is very similar to that of the Hydrating Day Creme (old packaging) (which I have thoroughly enjoyed and reviewed here) but is perhaps a touch richer in texture, perfect for routine evening use. The scent of this Night Cream is slighter stronger but identical to the Day Creme, which is pleasant but a bit strong for my nose. Thankfully, it dissipates quickly. Both creams also deeply hydrate and absorb into the skin quickly, and do not feel greasy. They are wonderful products especially for those in need of hydration.
The improved packaging will only enhance the loveliness of both these products and I am looking forward to seeing the whole range of derma e’s updated packaging!
While some of derma e’s product formulations might not meet every purist’s requirements, I believe the brand offers a great starting point for those who are new or transitioning into more natural skincare. It also helps that derma e products are generally affordably priced and easily accessible at many nationwide stores like Ulta, Target, Whole Foods, Walgreens, CVS, and more. To find stores near you that carry derma e products, check the list here and be on the lookout for the new branding that is starting to roll out now!
Hydrating Day Cream, Hydrating Night Creme, $29.50 each, derma e.
Hydrating Day Cream Ingredients: Purified Water (Aqua), Cetyl Alcohol, Caprylic/Capric Triglyceride, Glycerin, Stearic Acid, Glyceryl Stearate, Ceteareth 20, Sodium Hyaluronate (Hyaluronic Acid; Actimoist® Bio-1), Ascorbyl Palmitate (C-Ester), Panthenol (Provitamin B5), Tocopheryl Acetate (Vitamin E), Retinyl Palmitate (Vitamin A), Hamamelis Virginiana (Witch Hazel) Extract, Organic Aloe Barbadensis Leaf Extract* (.1%), Organic Camellia Sinensis (Green Tea) Leaf Extract* (.1%), Organic Simmondsia Chinensis (Jojoba) Seed Oil* (.1%), Titanium Dioxide, Allantoin, Polysorbate 60, Dimethicone, Phenoxyethanol, Ethylhexylglycerin, Plumeria Blossom Fragrance.
Hydrating Night Creme Ingredients: Purified Water (Aqua), Glycerin, Caprylic/Capric Triglyceride, Macadamia Ternifolia Seed Oil, Sodium Hyaluronate (Hyaluronic Acid; Actimoist® Bio-1), Ascorbyl Palmitate (C-Ester), Tocopheryl Acetate (Vitamin E), Retinyl Palmitate (Vitamin A), Panthenol (Provitamin B5), Allantoin, Organic Camellia Sinensis (Green Tea) Leaf Extract* (.1%), Organic Aloe Barbadensis Leaf Extract* (.1%), Cetyl Alcohol, Stearyl Alcohol, Dimethicone, Xanthan Gum, Ammonium Acryloyldimethyltaurate/VP Copolymer (Aristoflex®), Phenoxyethanol, Ethylhexylglycerin, Plumeria Blossom Fragrance.
Have you tried derma e products before? Are there any rebrandings that you have been loving?
*This post is sponsored by derma e and BrandBacker. Products provided for my consideration however, all words and options are my own. Please see my disclosure policy for more details about sponsored posts.
