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Published June 16, 2017
Published June 16, 2017

Been there, done that, put it on my face yesterday. The beauty landscape is crazy crowded. So how does a brand stand out on shelves stacked high with bouncy cloud cream-serums and insta-feeds throwing every shade? From Bartlett Brands—the agency that specializes in beauty brands that challenge the status and cut through the quo—here’s a 6-part series on how to get eyeballs and eyelashes.

Part 1: Dig for Differentiation

What can you say about your brand that no one else can? Find the small nugget that’s unique about your brand—and turn it into the foundational rock.

Case Study: Rebranding Biossance

When Biossance came to us, they had a stellar product on the market and Sephora on the hook. The problem? They looked and felt like any other “nature meets science” brand.

Once you looked beneath confusing product names like “The Revitalizer” and “The Nourisher,” there was an ingredient we could work with: the hero across all of Biossance’s products was squalane oil.

The squalane that Biossance makes has some incredible properties—that we could connect to things we knew about today’s beauty customer.

The Customer

  • Obsessed with hydration—and loves a simple ingredient story
  • Wants to keep it natural
  • Believes that clean beauty options won’t work as well


  • A version of the moisture skin already produces, so it’s naturally hydrating
  • 100% plant based, non-toxic, and made sustainably using sugarcane
  • Actually works—the clinicals are crazy

From there, our strategy tapped into the power of simplicity: Squalane is biology’s best moisturizer. We introduced squalane oil to the millennial beauty customer in a way that she could instantly understand and relate to—no PhD required.

How We Went from Meh to Must-Have

Brand Tagline:

A new tagline spoke to the idea of “nature meets science” in a unique way:

Product Names:

Product names all featured squalane front and center.

Packaging Design:

Green beauty can come across crunchy. And lab brands often look cold. Our packaging combined a softer, more human touch with elements of the brand’s biotech heritage.

The debossed pattern represents a scientific “pinpointing” process Biossance uses in the lab.

Packaging Design … pushed even further:

We created the packaging to follow the brand’s “No Compromise” approach to the environment and the product experience. The outer cartons are tree free—made of 100% sugarcane fiber, another renewable resource.

Launch Campaign

Our launch marketing campaign “The Moisture You Were Born With” caught attention, educated customers, and gave them a reason to believe.

The Results

The #MoistureRevolution is taking off. Two months into their “unprecedented” launch at Sephora, they already have the #1 eye product.

Top Takeaway for Your Brand

Want to find your brand’s foundational rock? Sometimes you need to dig deeper.


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