Merz Aesthetics: Owning the Confidence business.
The industry was evolving with culture to be more inclusive and adept, but it was currently crowded with brands who only went ‘skin deep’. Merz Aesthetics needed an ownable yet distinct space to play, where they could leapfrog the cultural change and connect with both consumers and HCPs. Reframing their mindset on the role they could play, Merz Aesthetics went from entering the Aesthetics business to Owning the Confidence business. The new brand rallies all audiences to lead with confidence, and continually push the principles of aesthetics forward.
A globally cohesive visual expression that feels bold, unique, and aspirational enhances their story of confidence.
A need for global cohesion was paramount, but flexibility for market-specific needs resulted in a crafted balance of fixed and flex system, that is also scalable to their sub-brands and various offerings.
The crafted visual identity ensured internal teams had the tools needed to succeed in their local markets, while ensuring global consistency in the Merz Aesthetics brand expression.
