Altreno
Unlike all other retinoids known for their harsh side effects, Altreno is formulated as a lotion with moisturizing properties. Despite this, Altreno still faced challenges with increasing its distribution amongst health care providers, who were prescribing generic retinoids more than any “brand name”. We created an awareness campaign and a brand refresh that simplified the Altreno science, making prescription skincare approachable and desirable. Tell me more
Unlike all other retinoids known for their harsh side effects, Altreno is formulated as a lotion with moisturizing properties, making it a trailblazer in its field. Despite this, Altreno still faced challenges with increasing its distribution amongst health care providers, who were prescribing generic retinoids more than any brand name (like Altreno).
The fact is, consumers are exponentially more exposed to the cosmetics market, and have access to an overwhelming number of retinol brands and acne treatments to choose from. And due to heavy regulations, the prescription skincare category looks and feels like sterile medication with no personality. It’s a reality which makes it nearly impossible for consumers to develop an emotional connection with prescription skincare the way they do with cosmetic brands, which often enjoy the advantage of mainstream clout and flashy branding.
It became clear that in order to connect with consumers and make Altreno a known and requested brand, we had to defy the rigid marketing standards of prescription skincare. So, we made the deliberate choice to invest in branding and create something unexpected in our category.
But there was one other problem inherent to prescription skincare that we needed to overcome, and that was consumers’ fear of the product being too harsh and difficult to understand.
Our science was a double-edged sword. On the one hand, it gave us incomparable credibility. On the other, it felt complicated and daunting. By championing the science as a superpower and making it more approachable, we would be able to create a prescription brand that defied all standards.
We created an awareness campaign and a brand refresh that simplified the Altreno science by using clear language, and by fronting product ingredients, benefits and clinical results as interactive brand elements, making prescription skincare more approachable.
Keeping the power of science at the core of our creative approach, we used striking 3D imagery to evoke a sense of technology and innovation and successfully positioned Altreno as a game-changing retinoid that combines the appeal of cosmetic brands with the efficacy of prescription skincare.
Over the course of the campaign, we’ve witnessed an impressive 127% increase in web traffic (336K vs. 148K over the previous year). Sales volume grew by 30%, an approximate total of $400K for 2021 (that is without the support of a sales force, which is standard practice).
This prescribed formula blends the best ingredients already familiar to consumers with clinical strength tretinoin. Our goal was to position Altreno as the upgrade that will revolutionize your acne treatment journey, as opposed to the last resort you settle for when all else fails, which can be a common bias towards prescribed skincare.
Ludwig Ciupka, Chief Creative Director
Because they’re often chosen for us and quite frankly, not as appealing as the other brands we own, most of us hide our prescription skincare products in a shady corner of our medicine cabinet. Our work focused on changing this dynamic and creating something unexpected. We wanted to form a connection with potential consumers, and remind them that even in prescribed medication, they have a choice.
Rafif Hajsaleh, Strategist
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