Perricone MD Celebrates The Female Scientist As It Relaunches With A New Brand Positioning And Philanthropic Partner

Perricone MD embarks on a new chapter as it unveils a refreshed communication strategy rich with an invigorated mission and a new look at retail featuring a streamlined approach to its core franchises. This momentous occasion also marks the launch of the Perricone MD “Born Seekers” campaign, which proudly celebrates the female scientist. The campaign features the accomplishments of renowned women in fields ranging from medicine to chemistry and engineering. Dedicated to continued scientific research and innovation, Perricone MD’s “Born Seekers” campaign features a philanthropic partnership with Scientista™, a national organization that supports and empowers pre-professional women in STEM with content, communities and conferences at campuses across the nation.

Perricone MD’s elevated mission boldly asserts its quest for excellence. The brand is placing sole focus on its core 40+ consumer seeking superior skincare solutions with uncompromising results. “Baby Boomer and Generation X consumers are looking for serious skincare solutions that work, and that’s what we consistently bring,” said Perricone MD Chief Marketing Officer Robert Koerner. “You’ll see a bold new brand campaign to reflect this strategy, focused on straightforward results backed by our proprietary sciences, clinical studies and consumer testimonials. Indeed, refocusing on our core 40+ consumer and addressing her skin concerns means this brand might not be for everyone. And we’re not afraid to say it – we’re no longer chasing Millennials.”

The new brand campaign pairs beautifully with a complete revamp of the product portfolio, introducing color-coded navigation to assist in the self-select retail environment, more straightforward product names and streamlined packaging copy to clearly communicate ingredients and benefits. “Perricone MD has always had a vast assortment of effective skincare treatments, but the collections were not always the easiest to shop,” said Koerner.  “In an effort to streamline and ease in selection, we’ve significantly edited the assortment and improved the navigation, allowing consumers to easily curate their perfect assortment based on their individual skin concerns.” The revised Perricone MD collections consist of the High Potency Classics, Vitamin C Ester, Hypoallergenic, Cold Plasma Plus, Essential Fx, Neuropeptide, No: Rinse, No Makeup, Masks, Pre:Empt Series, and H2 Elemental Energy.

The edited Perricone MD product assortment launches today on perriconemd.com and will roll out to Sephora, ULTA Beauty, QVC, Nordstrom, Dillard’s, and Lord & Taylor in the coming weeks.

The Born Seekers

As part of its new communication platform, Perricone MD has partnered with several female scientists who will be featured in the new brand campaign. These “Born Seekers” are all accomplished female scientists each with their own unique and personal story, including Dr. Laura Danly, Dr. Yael Joffe, Shaughnessy Naughton, Dr. Hope Rugo, Jessica Samuels, Amy Koski, Dr. Sophia Yen, Hadia Zarzour, and Julienne Stroeve. Accomplishments range from engineering the Mars Rover to advancing the research of gene therapy.  All the women involved exemplify incredible determination by pushing boundaries and meaningfully impacting the world through science and innovation. “This is the first time in Perricone MD’s 20-year history that we have featured real women in a campaign,” said Koerner.  “The brilliant women who chose to share their insights with us illustrate just how important it is to support scientific research, a cornerstone of Perricone MD since the very beginning. Through our partnership with Scientista, we pave the way for the next generation of female scientists, which was important as we look to the future.” Perricone MD has donated $100,000 to Scientista to provide four fellowships to young women seeking to further their studies in a STEM-related field. The four finalists will be invited to present a ten-minute talk to share their unique Born Seeker story at the annual Scientista Symposium, the leading conference for college and graduate women in STEM. More information on the “Born Seekers” Program and the scholarship entry process can be found here: https://www.perriconemd.com/our-story/born-seekers

Links

https://www.perriconemd.com

http://www.scientistafoundation.com/

https://www.perriconemd.com/our-story/born-seekers

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