Dermstore is hoping to go head to head with Sephora and Ulta, launching a new mission statement and logo designed to capture millennial customers’ affections, according to a report published by Glossy.
‘Inclusive and educational’ is the thrust of Dermstore’s USP – the online retailer is heavily focused on skin care and to that end, last month signed a three-year partnership with the American Academy of Dermatologists. The chain has also unveiled a new logo, a capital ‘d’ with its circular void designed to hint at the shape of a magnifying glass.
“We weren’t expressing [our brand] appropriately when we were communicating with the consumer before the rebrand,” Dawn Serpa, VP of Marketing at Dermstore told Glossy. “We are elevating the educational conversation.”