Sandra Lee, MD

— BRAND STRATEGY, MESSAGING, POSITIONING —

World-renowned dermatologist Dr. Sandra Lee (also known as Dr. Pimple Popper) was in need of a brand refresh for her skincare line. The product line, which seemed a natural expansion for her personal brand, needed a strong sense of identity that could leverage Dr. Pimple Popper’s fame without being overshadowed by it.

 

 I worked with In Good Co., to establish a clear sense of who their target demographic was, delving deep into the landscape of a $100+ billion dollar industry. We scoured social media, Reddit, Facebook groups, and trend reports to understand exactly what matters to finicky skincare lovers and armed ourselves with the intention of getting them to convert.

 
 
 

The messaging work included elements of voice & tone, headlines, taglines, as well as refining their product messaging. We needed to prove that these celebrity-developed formulations were done with care, and more importantly, were deeply effective.

 
 

I worked with designer Kimi Lewis to carefully marry messaging with visual language. The goal was to create a brand ecosystem that felt familiar and personable but also robust and rooted in Dr. Sandra Lee’s authority and experience.

 
 
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