Brief as received

Skincare is a multi-hundred billion-dollar industry. Droplette’s micro-infusion technology—developed from military-grade subdermal skin repair technology—is the most advanced skincare delivery system in the world. Clinically proven to deliver ingredients deeper into the skin than creams, Droplette promises significantly higher efficacy.

Our challenge was to develop a brand positioning and identity that would establish Droplette as the easiest, most effective, and painless direct-to-consumer (D2C) at-home skincare system. The brand also needed to be accessible and recognizable to a global audience as the company awaited approval in Asia and the EU.

Research & Insights

We conducted an in-depth analysis of Droplette’s D2C customer data, combined with Resonate’s Dec 2021 syndicated data. This allowed us to define a Total Addressable Market (TAM) and segment the customer base into a “probable target” of 2.2M individuals and a “persuadable target” of 18.7M. These insights would guide the brand’s repositioning strategy.

Re-framed brief

Around 95 million Americans maintain a skincare regimen, but very few understand that creams and lotions are ineffective because the molecules are too large to penetrate the skin.

We reframed the brief to focus on simplifying Droplette’s message: creating a brand that would be easy to understand and use, especially for those who are passionate about health and wellness.

Sharpened audience definition

The primary audience was refined to wellness enthusiasts—specifically the 2.2 million Americans who have both a skincare regimen and a remote gym membership (like Peloton) within the past year.

The secondary audience targeted the 20 million Americans who combine a skincare regimen with an active gym membership. This redefined target aligned Droplette with the growing trend of holistic health and wellness.

Problem identified

While Droplette’s technology is revolutionary, it was harder to explain than the skincare problems it solves.

Within six months of launch, the customer acquisition cost (CAC) began to climb. Skincare enthusiasts who were not scientifically inclined found the technology complex and struggled to grasp its benefits. As a result, time on site, bounce rates, and cart abandonment all increased, stalling growth during the next phase of customer acquisition.

Insight that shed new light

A closer look revealed that many new customers weren’t using the Droplette device or capsules as intended. Constant calls to customer service for assistance underscored the need for clearer communication and better user education. Our online assets, product descriptions, and user manuals weren’t resonating with the audience, contributing to the growing confusion.

Marketplace & cultural understanding

The skincare market is highly competitive, and demand for solutions is relentless. However, most skincare products never actually penetrate the skin, limited by the 500 Dalton rule, which dictates that skincare molecules are often too large to absorb effectively without invasive methods.

This leaves millions of consumers investing in products that cannot deliver results. Meanwhile, more extreme measures like Botox, PRP facials, and microneedling are growing at over 100% annually, as consumers seek more effective treatments.

A new way of thinking about the product or brand

The breakthrough realization was this: “No one wins if you can’t get it in.”

Droplette revolutionizes skincare by delivering proven ingredients 20x deeper into the skin, where they can be up to 90% more effective. It offers the power of invasive skincare treatments without the pain, needles, or skin disruption. This became the core of the brand message—painless precision with unmatched efficacy.

Work the brief inspired

HEAL YOUR SKIN FROM WITHIN

The rebrand positioned Droplette as the reinvention of skincare delivery, with a focus on making the technology and its benefits easily digestible to a broader audience.

• We renamed the products by combining the primary ingredient (e.g., Collagen) with the capsule’s purpose (e.g., Hydration) to create trademarkable names that were both descriptive and ownable.

• The visual identity was reworked to be more modern and magical, emphasizing trustworthiness and credibility.

• The packaging was redesigned to feel more premium, with clearly outlined ingredients and an easy-to-follow icon system that highlighted usage times (e.g., morning and night).

• We created “solutions-based” content, working with on-staff estheticians and social influencers to provide guided tutorials and user-friendly educational materials.