In my studies at SCAD as an Advertising & Branding major examining the new and current brands. Seeing how they evolve as a company through execution and how they create relevance beyond the trends. The Rich in Visual Scenes series in the LCL Report I analyzed my favorite brands photography, brand social media platform and aesthetics. Today’s focus is on Dermalogica & Fresh Beauty.
The main consistency that I noticed is that the style in the brand connects to the photography they use. The visuals product photography and connect to the market of people and new activation they are telling others of. The rise of AI I take a look at brand photography that goes beyond the limits of focus of the 20s demographic.
The widespread media trends and how they connect to the latest influencer marketing tactics. Going beyond the celebrity-driven brands but the brands small and upcoming people, as well as the photographers that are on my radar. I take a deep dive in the Instagram verse there website and capture a glimpse of the photography that stood out to me.
The brand I picked from analysis:
Skincare Brands Dermologica & Fresh Beauty
Dermalogica verse Fresh Beauty both brands that I have a history of features from influncer skincare content to the content on my Love Chic Lifestyle platform.
On the Fresh Beauty platform with 1M followers on the Instagram features 2 links the online account and the Spring Mix Vol 1 a speific Soptfoily playlist. This is a different type of approach conntect with audiance on a global level. I can imagine this playlist featured in the morning such as a “Get Read with Me” type of video.
Dainty, Soft, Quintessential warm
The highlight are based on the scents and beauty finds that best describe there brand : black tea, lip oil , salt, soy, rose, creme, kombucha and lotus.
The first 18 post or 2 full scrolls of there instagram feed remind me of a apple picking.
4 Rich in Visual Scene: Beauty Photography
A different way to promote a lip product with the packaging surrounded an area that connects with the scenes of dessert and small treats. The center frame and the fork with a parallel piece of cherry, raspberry, and a bread pastry relate to the flavor or option of the product.
Playing on propotion gives a value to the person that is holiday shopping and looking for the 1 item that would be the stample for there skincare collection. This is a special post becuse it narraows down the variety of category to the fresh brand.
Jello and Sugar cubes are surrounded by the Rose Deep Hydration Facial Toner, with studio lighting that creates a feminine and sweet character around the product.
Laila Gohar is apart of the Taste of Holiday series with Fresh beauty where she is avisual artist that connects food to the craft. Design like a magaizne spread the details of the behind the scene of her craft as it connects to the welcome card of the Fresh Beauty lip set.
Product Photography Analysis
Visibly Firms & Lifts
100ml – 3.3FL Oz
$49 (currently) $98 (original price)
Travel Size
$29.40 (currently) $42 (original price)
- The photo showcased on a clear background the consistency of the product next to the front view of the product. But the most engaging expierence come from the “Why we love it” , “Key essentials” and “How to Use”
- “Why we love it”: A quote that says it separate themselves from competitors
- “Key essentials” : minimal design of the 4 main ingriendent in a photograph of the product ( Elasticity Peptide, Ceramide NP, Mauritius Black Tea Extract and Verbena Density Peptide) this becomes more than indgridents but the sephora assientant decribing them with a visual to you.
- “How to Use” : Close up self-portraits of the layered on face paired with other recommedation of product lets anyone understand how the brand uses as a example of a skincare routine
LCL Report Notvation:
- Overall on the platform the do a great job seeing not only the product but examining the detials of the look and feel and what the benefit are. Especially if someone is ordering online. One thing I would love to see is a review or feature of a video of top products where a influncer gives a haul or there take on the product.
Dermalogica, with a following of 722K followers, focuses on treating all skin without limits. platform features a Linktree with the retail spaces that you can buy the product from Ulta and Sephora online shop and best sellers and skin quiz, the social impact, HSA /FSA Eligible Skin Cre, and to book an appointment at the location. The booking process of Dermalogica is connected to a spa where you can be with a professional. Below is the list of skincare treatments
exo booster
clinically proven to enhance post procedure results
pro calm skin treatment
restore skin barrier treatment
luminfusion
supercharged resurfacing treatment
pro bright skin treatment
high intensity brightening treatment
pro nanoinfusion
smoother skin texture treatment
pro clear skin treatment
clear and calm acne treatment
pro firm
firm + retexturizing treatment
clear start prevent + glow
clear your breakouts treatment
clear start back treatment
clear body breakouts treatment
pro skin treatment
fully customizable treatment
pro power peel
pro dermaplaning
smoothing + hydrating treatment
fully customizable treatment
pro microneedling
fight lines + wrinkles treatment
4 Rich in Visual Scene: Beauty Photography
The art direction is more a connective experience with their audience. They push the idea of buying bundles and set to keep as step by step routine.
Connecting to the love of gift sets and items, the Dermalogica and the 3 different exfoliates and their purposes are discussed in the caption. The minimal photography makes up for it in the caption. Daily Milkfoliant, Daily Microfoliant, and Daily Superfoliant are the products featured in the image above.
Jackie Aina the top beauty YouTube creators, focus of hyperpigmentation and the consistency of it rice enzyme the connection of talking about aha and bha . she states that she uses 1-2 mins and the lightness. She promotes that you feel the difference immediately.
The small second clip gives just enough of a glimpse of the consistency of the product. It matched the board of the Dermalogica aesthetic on the page
Seeing the diversity of the employees behind the Dermalogica platform, the answer focuses on the holiday kit. It gives the real perspective.
Product Analysis
Biolumin-C Night Restore Serum
Restore Skin’s Radiance, Hydration + tone
.85oz
$99
Since they promote a minimal skincare routine, this approach is strong for someone who could have gone to a e skincare quiz and was able to tailor the products that will create the most change and improvement. Each of the products on the web page has 3 points to note before opening up the project.
- After picking the area that centered around the type of skin ( I have Dryness and Dehydration )
- the video the night with Biolumin-C Night Restore Serum
- The close up of what graphics and fruit details are centering the product .
- the video the night with Biolumin-C Night Restore Serum
LCL REPORT NOTATION:
The bundles for the skincare routine and the 3 points with each of the skincare products are the strongest part of the page development. The photography is more video-centered, though I wish they played with product photography, more than just the video of people using the product. Overall, the brand finds ways to have people coming back with the spa treatment. If they added someone to vlog or do photography of their experience. Then check a week later of people results for each appointments it would be helpful too.
Let me know in the comments which page visually and which point connects to you more, Dermalogica or Fresh Beauty?
Love Chic Lifestyle 
nice information
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