Project brief: Dr. Nicholas Perricone has been called the guru dermatologist to the stars, having enjoyed extensive media coverage on Oprah, PBS, Larry King and in Vanity Fair, Vogue and the New York Times. He is also the creator of Perricone MD, a wide range of topical anti-inflammatory formulations to reverse and prevent skin damage, as well as dietary supplements that are scientifically designed to promote healthy, youthful skin.

The Concrete rebrand of the Perricone MD skin-care line has enjoyed great success. However, the market had become saturated with doctor brands and the company was looking for ways to reach a broader customer base.

Approach: Working closely with the company, Concrete developed a skin-care brand concept based on the nutritional ingredients of “superfoods.” In fact, it was Dr. Perricone himself who coined the term in his books written a decade earlier, a word used to describe foods that contain significant amounts of antioxidants.

The visual approach crystallized once Concrete developed the name: SUPER by Dr. Nicholas Perricone. SUPER obviously referred to the products’ superfood science but also suggested a voice for the brand. We now had a SUPER product for SUPERmodel legs. You could be a SUPER woman and SUPER sexy. The brand look is a mix of information about the science and effectiveness of the products along with a sense of fun and whimsy. The integrated brand design involved packaging, website, advertising, boutique graphics and sales collaterals.

Effectiveness: The first SUPER boutique opened in July 2010 in Berkeley and also launched exclusively at U.S. Sephora stores in January 2011.

The early sales results have exceeded expectations and have driven plans for international distribution by major European and Australian retailers. It has also been picked up by the exclusive specialty Parisian department store Colette.