Repositioning and Relaunch of a Global Dermatologist Skincare Brand

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NeoStrata: Repositioning and Relaunch of a Global Dermatologist Skincare Brand

NeoStrata Company, Inc. was founded by two physicians in 1988, who literally wrote the chapter in the definitive textbook for cosmetic dermatology and who discovered the benefits of Alpha Hydroxy Acids (AHAs) on skin. The company develops and markets a comprehensive range of clinically proven, dermatologist-developed skin care.

Despite numerous scientific advancements, the brand was still known more for their early inventions. As a result, dispensing physicians (and therefore patients) were not as aware of their continued evolution and latest technologies and offerings. Given this, it was difficult to garner attention and cut through in an increasingly crowded category of professional skincare brands and consumer brands promising professional results.

Reposition, streamline brand architecture and relaunch NeoStrata professional skincare, along with introducing the new Skin Active Dermal Replenishment product range – slated as the new generation of NeoStrata and the engine for domestic brand growth. Skin Active was launched at the American Academy of Dermatology Annual Meeting.

Impact of our efforts included:

  • +12% increase (above forecast) in overall NeoStrata domestic sales, vs. 3.1% for Professional skin care segment and 6.9% for overall skincare market
  • Growth of Skin Active sales leading to +18% lift in franchise contribution
  • Increase in number of dispensing physicians


  • Leadership Briefings
  • Positioning & Tagline
  • Brand Architecture
  • Overarching Creative Concept
  • Product Photography
  • Launch Advertising
  • Sales Aids
  • Tradeshow
  • Brand Guidelines

New Campaign

For NeoStrata Professional and its core sub-brand Skin Active, embodying the organization’s passion for advancing the science of anti-aging skin care.


New Product Launch

Print campaign, including new photography, for Skin Active Dermal Replenishment.

Trajectory has helped us achieve a number of our sell-in, in-market advertising and volume goals. This was on top of our successful brand repositioning and relaunch. Beyond working very effectively as part of our team, their strategy and creative really helped elevate NeoStrata. Of all the creative agencies I have worked with in the past, Trajectory is second to none.

Marketing Director

Professional Materials

Skin Active and NeoStrata sell sheets, brochures and medical journal print to support dermatologists.


Brand Guidelines

For global management of brand assets.


Measuring Success

Repositioned professional business among dermatologist and plastic surgeon audiences. Set stage for brand to be acquired by Johnson & Johnson in 2016.