The challenge
To support Lierac’s clarification of its anti-aging expertise and to help the brand keep up with serious competition on the aesthetic medicine and the natural cosmetics markets.

The Brand idea
Why should Beauty only rhyme with Youth? Being beautiful means feeling beautiful. And this shouldn’t be hidden. Lierac’s new tone is firmly feminist: it boosts women to express their beauty by allowing them to correct aging marks. The brand preempts the cutting-edge dermocosmetics universe in favor of a pro-aging approach targeting women in control of their lives and beauty. This idea is clearly captured by a new brand platform and embodied in entirely revisited identity, visual territory and packaging.

The result
Stronger impact thanks to a better visibility in the (para-)pharmaceutical network. The cutting-edge dermocosmetic expertise appears clearly with the reintroduction of a “laboratory”, a mastered structure, the scientific white, active principles boxed as formulas... These touches are balanced by soft metallic shades encoding the care and the feminine and by a new publicity campaign centered on the “empowerment”.