Skincare brand Derma E has unveiled a brand refresh alongside its new campaign “Break Free From What’s Trending, Reach for What’s Clinically Proven.”

The new campaign aims to captivate a new generation – all while leaning into the brand’s 40-year heritage. The brand’s new look will begin rolling out online today and in-store in the coming months.

Encouraging a New Approach to Choosing Skincare Products

“There is a growing skepticism towards ambiguous terms like ‘natural’ and ‘clean’ within the beauty industry, especially among millennials and Gen Z consumers. Our new campaign ‘Break Free From What’s Trending, Reach for What’s Clinically Proven,’ seeks to encourage consumers to reconsider their approach to selecting and investigating skincare products, empowering them to navigate the cluttered market landscape with confidence and clarity,” explained Katie Guild, chief marketing officer at Topix Skin Health. “Leveraging our 40 years of expertise and portfolio of products, including the Vitamin C Concentrated Serum, we are here to show consumers that you don’t need to sacrifice effectiveness when it comes to shopping for natural or affordable products. Efficacy and affordability can indeed go hand in hand.”

In addition to the marketing refresh, Derma E is putting an emphasis on the brand’s award-winning Vitamin C Concentrated Serum. In a clinical trial, 94% of consumers had an improvement in dark spots with the best-seller. In an effort to capture a younger consumer and break through the crowded retail environment, the two-ounce serum has undergone an outer packaging box makeover that will feature brighter and bolder fonts and design.

Contest Giveaway

As a part of the re-design, Derma E is announcing its “Ticket to Radiant Skin” contest giveaway. Starting this week, 50 lucky purchasers can discover tickets hidden within Derma E’s Vitamin C Concentrated Serum’s new packaging at Ulta and Target stores. These winners will automatically win a year’s supply of the best-selling Vitamin C collection worth $1,200 and be entered to win one of five grand prize trips to New York City. To generate buzz on social media, the brand will unveil a map highlighting the locations of discovered prizes, accompanied by a countdown clock tracking the remaining available tickets. Further, the brand has enlisted content creator Sonya Styles to promote the giveaway.

Additionally, the brand will be launching a limited-edition miniature one-ounce serum that will feature a new a bright pink and orange ombre bottle. This new serum launched exclusively on TikTok shop for 48 hours on June 11. The dermatologist-recommended serum features Stay C-50, an affordable vitamin C solution that is renowned for its enduring potency and extended shelf-life compared to non-stabilized forms, as well as other pure and potent ingredients like hyaluronic acid and aloe vera. As a consistent top-seller for the brand, the repackaging, Ticket to Radiant Skin, and new miniature size aims to captivate a younger audience while maintaining its core fan base.