Case study · Beauty · Client confidential
Barrier-first skincare · purgloss.com · Launching soon · Pre-launch
価格で勝負していたカタログを、処方はそのままに、証拠で勝負するブランドへと作り変えました。
A competent cosmetics range with real formulations, sitting in a category where the only visible difference is the number on the shelf edge. Competing there means discounting, and discounting is a race with one ending.
A brand built on a single argument: skin strong enough to stop needing rescue is a better thing to sell than the rescue. It promises the outcome and sells the mechanism.
The pivot was to stop selling the products and start selling a position. The name carries the thesis: gloss is not applied to a surface, it is what a healthy surface does with light.
None of this required a new formula. The chemistry, the manufacturer and the stability data all stayed exactly where they were. The entire distance between the old price and the new one is brand equity, and that distance is the deliverable.
The colour and type system behind the work. Each brand keeps its own palette.
The transferable part. It applies to any manufacturer sitting on a catalogue that sells for less than it should.
Strip every product back to what it physically does. Names hide the real line architecture underneath.
A single convention applied without exception, so a catalogue reads as a line, not a collection.
Trademark, domain, handles. A hard gate, not a parallel task.
Same pack, same tooling. Only the printed surface changes, which removes the largest cost.
The declaration follows the formula, not the name, so the safety substantiation does not restart.
The formula is identical, so the whole gap from old price to new is measurable brand equity.
PurGloss has not launched. The product line, names, pricing and full brand book stay confidential until it does. What we show is the method, because the method is the part that transfers.
A specific, checkable opponent customers can agree with.
A convention that survives the thirtieth product as well as the first.
Petrol ground, bone type, a single brass arc, built against existing tooling.
Published instrumental testing and a batch code on every pack.
Every line written to survive a regulator, a chemist and a sceptic.
A real film produced early and cheap, to test the idea before the budget.
一から築き上げた、実在のブランド。
道端の瓶売りから、カンボジア初のテロワール蜂蜜ブランドへ。すべてのラベルに、バッチ単位の証明を。
事例を見る → 飲食 · 開発中スナック会社ではありません。より多くの価値を自国に残すために築かれた、カンボジアを代表するプレミアム食品ブランドです。
事例を見る → Food & beverage · Conceptシャンパンやダージリンと同格の地理的表示（GI）胡椒。それにふさわしいポジショニングとともに。クライアント名は非公開。
事例を見る → Beauty · Delivered確かな流通網を持つ優れた製品が、権威を高められずにいました。私たちの監査では、信頼の層が存在せず、ミーム頼みの SNS のボイスが実害を与えていることがわかりました。
事例を見る → コマーシャル · 納品済みインディーズ予算ながら大作のように見える、スーパーヒーロー風の整備士スポット広告。
事例を見る →