Mesmerie is a professional wellness and spa cosmetics brand.
They reached out to us to help them with a brand strategy for, what was at that time, over 200 beauty products in their portfolio. This proved to create many difficulties in the way they marketed their product line and needed streamlining and clarity.
The biggest challenge was to do brand portfolio optimization, product optimization, and to build a strong and stable brand architecture. Our task was to create the corporate brand that will hold all other sub-brands which will then branch into product lines. It was clear that we needed a new umbrella brand name to achieve this goal.
The first thing we did was to divide all products into two lines - the professional wellness and spa line and the homecare line. Each line was designed in a way to speak to a different target audience.