Case Study: Obagi reclaims category leadership with FutureBrand

Obagi rebuilds its category leadership over 30 years with FutureBrand

FutureBrand partnered with Obagi, a pioneering dermatologist-dispensed skincare brand, to help it re-establish category leadership following a change in ownership. The challenge was to move the brand beyond its heritage, create new entry points for growth, and reclaim its position as a disruptor in the cosmeceuticals market.

The solution involved developing a new brand strategy and narrative focused on the future. FutureBrand created a flexible new visual and verbal identity, including an optimized logo and a refreshed brand architecture, to strengthen the master brand and support new sub-brands. This work provided Obagi with a strategic framework to push boundaries, serve its legacy physician business, and better center the consumer for future growth.

Obagi