cyzone
Brand Positioning
Purpose Development
Values Alignment
Brand Architecture
Product Redesign
Packaging Design
Campaign Development
Launch Strategy
Creative Direction
Brand Management
Cyzone was a young brand that was struggling to position itself in a competing world of beauty giants in LATAM. They had used sales tactics for growth, but didn’t have a strong brand reputation. We were asked to position, refresh, and recharge the commoditized brand for an emerging audience.
As the most accessible brand in the parent companies portfolio, Cyzone was struggling with low-quality consumer sentiment and lack of differentiation from its sister brands. Our challenge was to re-engage the consumer with a streamlined portfolio of products and updated identity paired with robust product education to grow mindshare.
Outcome
Over a two plus year partnership, we completely overhauled the product offering and brand communications to align with a gen Z audience and identified strategic partners to bring the brand to new audiences and share the story. The brand has now has close to 1M in followers on TikTok (from zero) and has more than doubled its revenue since 2019 when we started the work.
Product Assortment Overhaul
We cut products that were only value based and developed a strategic framework to enhance the positioning of the remaining portfolio while providing guidelines for future development. We redesigned products and brought continuity to the entire assortment. Additionally, we aligned strategic communications to share the value proposition with the target consumer.
BRAND IDENTITY & COMMUNICATIONS OVERHAUL
We updated the entire look and feel of the brand with new imagery guidelines and supporting photography. Additionally, we developed a communications framework to guide social output, conversation and engagement to grow and nurture community.
