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 strengthen the role of the parent brand within its go-to-market strategy, unifying an increasingly fragmented portfolio and creating a stronger, more trusted presence across global regions.
Opportunity The aesthetics category was increasingly crowded, with competitors leaning into muted palettes and “skin-deep” expressions. Merz had an opportunity to claim a more meaningful emotional territory: confidence. By reframing its role from simply participating in aesthetics to owning the confidence space, Merz could establish a stronger point of view and create a more meaningful connection with healthcare providers and consumers across global markets.
A Science-Inspired, Emotion-Led Identity Rooted in Confidence
Solution: We built the identity around “Confidence to Be,” translating the brand’s positioning into a system that balances scientific credibility with emotional expression. We retained Merz’s established mark while introducing a vibrant color palette, expressive graphic language and bespoke global photography celebrating individuality and the emotional impact of confidence.
Designed to work across global markets, audiences and regulatory environments, the system gave Merz Aesthetics a stronger and more recognizable presence while providing the flexibility needed across healthcare professional and consumer communications.
Results: The rebrand gave Merz Aesthetics a distinctive global identity and a stronger foundation for the parent brand across its growing ecosystem. The system created greater consistency across markets and audiences while providing global teams with the flexibility to adapt the brand to different regulatory and communication needs..
Team:
Cristina Vásquez
Raissa Schpatoff
Paula Saito
Alice Sunaryo
Silvia Arrascue
