Case Study: Perricone MD Reclaims Its Brand DNA with Concrete

Perricone MD revives brand after 2008 rebrand slump with Concrete

Perricone MD, a skincare line founded by board-certified dermatologist Dr. Nicholas Perricone, faced a challenge after a 2008 rebrand caused sales to plummet. The company retained the vendor Concrete to assess the situation, which determined that the new look had damaged the brand's core identity.

Concrete recommended and executed a complete redesign rather than a simple adjustment. The solution was a contemporary adaptation of the brand's original "apothecary" design ethos. This restored the brand's DNA, successfully addressing the issue that had led to declining sales.

Perricone MD