Bullish supported the relaunch of Skin at Peace through a new visual identity system, packaging, website, and go-to-market plan to help the skincare brand reframe itself in the market as a true category disruptor.
Bullish, a New York-based brand consultancy and investment firm, helped West Palm Beach, Florida-based Skin at Peace, a preservative-free skincare brand, reposition itself to stand out in a cluttered category.
Initially focused on small-batch skincare for rosacea and pregnancy, Skin at Peace retained Bullish to reveal and increase awareness of its hidden superpower: the uncompromising performance of its radical, preservative-free formulations. Through customer research and hands-on product experience, Bullish devised a strategy to relaunch Skin at Peace by repositioning the clean skincare line around a bold idea: make preservatives obsolete.
“Skin at Peace’s narrow targeting was overshadowing its powerful performance, and there was clear potential for the brand to bring its clean skincare products to a much broader audience,” said Brent Vartan, Bullish Co-Founder and Managing Partner. “By focusing on the fight against preservatives, we saw an opportunity for Skin at Peace to redefine skincare norms and transform the brand into a category disruptor that could scale commercially and culturally.”
To drive that message home, Bullish built a visual identity system to invert expectations, including an upside-down wordmark and bold packaging. The website overhaul was designed to drive conversion, with a new user experience intended to reduce customer acquisition costs and increase purchase speed.
The offline go-to-market strategy prioritized estheticians, recognizing their ability to drive advocacy and in-person conversion. This move led to the opening of a flagship retail space attached to the brand’s manufacturing facility, with the goal of meeting customers where trust and trial naturally occur. Social media and press continue to roll out for the newly relaunched brand, with a full campaign to follow.
“Bullish helped us not only reposition Skin at Peace around our key differentiation, but also gave us the tools to communicate and convey how our hyper-clean formulations can deliver better performance for a much broader swath of consumers,” said Elias Janetis, CEO of Skin at Peace.
