NeoPharm has unveiled a renewed strategy for its body dermatology brand, Derma:B, highlighting the introduction of its new 'Daily Ceramide' line. This launch marks the initial phase of a comprehensive brand renewal aimed at reinforcing Derma:B's position as a specialized brand in body skin barrier care.
With a commitment to elevating its identity from general family body care to a focused skin barrier care specialist, Derma:B's renewal encompasses both product formulations and packaging. Key among its offerings is the 'Daily Ceramide Body Lotion', which utilizes NeoPharm's proprietary ceramide technology along with the CERA-ON™ nano-liposomal system. This innovation allows for enhanced absorption of ceramides, facilitating effective moisture retention and skin barrier maintenance.
The brand has also introduced a new slogan, 'Derma:B, A Better You', which captures its goal of promoting healthier body skin for improved overall well-being. This message is encapsulated in the '3B' concept: Body, Barrier, Better, aiming to solidify the skin barrier while facilitating a better skin experience.
In line with the brand renewal, the popular girl group RESCENE has been selected as the face of Derma:B. Their fresh and approachable image aligns with the new direction of the brand, and campaigns featuring their member, Won-yi, will include behind-the-scenes content from promotional shoots.
To support the renewal, Derma:B is launching a range of integrated campaigns across both online and offline channels. This includes the release of brand films and key visuals through social media, capturing the new slogan and the collaboration with Won-yi. Additionally, the brand plans outdoor advertising in key urban areas such as Seongsu and Hongdae.
Starting from the 5th to the 12th, a promotional event will be held in partnership with Olive Young. Customers purchasing Derma:B products through their online platform will receive a limited edition photo card of Won-yi.
A spokesperson from NeoPharm stated that the renewal focuses on leveraging Derma:B's extensive experience in body care to strengthen its specialization in moisturizing and skin barrier care. The company aims to enhance product competitiveness while fostering consumer trust as a dedicated skin barrier care brand.
