SAN FRANCISCO, CA, September 24, 2009 – The Perricone MD brand was founded by Dr. Nicholas Perricone, MD – an internationally recognized scientific expert in the fields of health, beauty, and anti-aging. The renowned dermatologist is also the author of five New York Times best-selling books. Perricone MD products are unique in that they are patented, researched and formulated by Dr. Perricone himself. They deliver powerful efficacious benefits with visible results. The range of products includes topical anti-inflammatory formulations to reverse and prevent damage to skin, as well as dietary supplements that are scientifically designed to promote healthy, youthful skin.
Known as the guru dermatologist to the stars, Dr. Perricone and the Perricone MD products have enjoyed extensive media coverage on Oprah, PBS, Larry King and in Vanity Fair, Vogue and The New York Times.
After an unsuccessful packaging redesign, that resulted in sagging sales and a loss of brand identity, Perricone MD turned to Concrete Design Communications Inc. to revitalize the brand. “We needed a firm that was very strategic, design driven and had a good understanding of Dr. Perricone and the brand”, says Daniel Giles, Sr. Vice President of Marketing.
Concrete developed a comprehensive campaign that involved updating the visual identity, creating new packaging design, overhauling the website, and developing both brand and tactical advertising. The design approach was a modern interpretation of traditional apothecary – understated, elegant typography, scientific photography, and frosted amber glass. Another key component was reintegrating Dr. Perricone as the “face” of the brand.
Sales and Media Information
Perricone MD achieved over $100 million in sales in 2008. The media plan started in March 2009 issues and will continue until December 2009. Publications will include: Vanity Fair, W, Lucky, Allure and In Style.
This campaign’s strategy is to drive traffic to Sephora. All products will be exclusive to Sephora. ($2+ million spend)
New product launches will include HP Eye Lift (Feb launch) and No Foundation, Foundation (June launch).
The fall media program will focus on Cold Plasma – Dr. Perricone’s latest innovation. The media plan will start with November issues and will continue through 2010. The strategy of this campaign is to drive traffic to PerriconeMD.com. Publications include W, Lucky, Architectural Digest, Marie Claire and The New York Times. In addition to these publications, Perricone MD will also launch a on-line ad campaign to support Cold Plasma.
Contact Information
Daniel Patrick Giles
SVP Marketing
Perricone MD
432 Clay Street, San Francisco, CA. 94111
T 415 694 8204
dgiles@nvpmd.com
www.perriconemd.com
If you are interested in hiring Concrete or would like to know
more about us, please contact:
Romina Tina Fontana
Managing Director
business@concrete.ca
