True Glow by Conair - Skincare

True Glow by Conair was originally positioned as an entry-level alternative to premium skincare competitors like Clarisonic. The branding emphasized clinical functionality through sterile visuals and idealized imagery, but lacked the relatability and emotional accessibility needed to connect with its core demographic.
We approached the repositioning holistically, beginning with the brand story itself. The new direction emphasized accessible self-care and realistic aspiration through spa-inspired color palettes, softer typography, and a more youthful, diverse, minimally retouched model language.
The repositioning expanded into a 360° campaign spanning packaging, web, social, and digital commerce channels. Video tutorials, influencer partnerships, and real-time product demonstrations reinforced a youthful, approachable self-care-centered identity across the brand ecosystem. The strategy proved highly successful, growing the line to nearly 30 SKUs and significantly strengthening visibility across Amazon, Walmart.com, and Conair’s direct-to-purchase social channels.