Merz Aesthetics: Repositioning a Portfolio Into a Global Confidence Brand
Challenge: Merz Aesthetics is the parent brand behind a global portfolio of injectables and aesthetic treatments, including Belotero and Radiesse. For years, product brands had been doing the heavy lifting — building their own equity, recognition, and customer relationships. As a result, the parent brand remained nearly invisible: a bare identity with no system beyond a logo and black color, and little equity of its own.
To meet evolving business goals, Merz Aesthetics needed to shift its go-to-market strategy from product-led to parent-brand-led, unifying a fragmented portfolio and creating a stronger, more trusted presence across global regions.
Opportunity The category was becoming increasingly crowded, with competitors leaning into muted palettes and “skin deep” aesthetics. Merz had an opportunity to claim a more meaningful, emotional territory: confidence. By reframing its role from simply entering the aesthetics business to owning the confidence business, Merz could speak to both healthcare providers and consumers globally, and build a brand that transcended individual products.
A Science-Inspired, Emotion-Led Identity Rooted in Confidence
Team:
Cristina Vásquez
Raissa Schpatoff
Paula Saito
Alice Sunaryo
Silvia Arrascue
Solution: We created a new brand built around the idea of “Confidence to Be” — the belief that when people feel their best, they project confidence into the world. The system blends scientific sophistication with expressive energy, retaining Merz’s iconic mark while expanding the color palette to reconnect with its product brands.
A bespoke global photoshoot gave Merz an ownable visual language that stood out from competitors, celebrating individuality, diversity, and the emotional impact of feeling confident. The identity system was designed to scale across five global markets and adapt to both B2B and limited B2C environments, depending on regulatory landscapes.
Results The rebrand elevated Merz Aesthetics from a fragmented portfolio into a unified, globally resonant parent brand. It strengthened trust and recognizability across regions, clarified the role of the masterbrand, and provided a robust system capable of supporting both healthcare providers and consumers. The new expression — vibrant, modern, and scientifically grounded — positioned Merz as a leader shaping the future of aesthetics through the transformational power of confidence.
