Skin care maker Dickinson’s Witch Hazel brings its history into the future

By Deanna Utroske

- Last updated on GMT

Related tags Brand management

Skin care maker Dickinson’s Witch Hazel brings its history into the future
The legacy beauty brand celebrates its 150th anniversary this year and is launching an updated product line, aiming to preserve the company’s heritage and cater to today’s consumers at the same time. 

Dickinson’s is the sort of classic brand that shows up in women’s magazine articles rounding up beauty editors’ favorite drugstore finds. 

The Connecticut-based company is banking on its timeless appeal: "Although beauty trends are constantly changing, a woman's desire for a flawless complexion never wanes," ​says Bryan Jackowitz, president of Dickinson Brands, in a press release out this week.

Something new

"The launch of our new line of products helps commemorate 150 years of leadership and innovation in beauty and skincare,” ​Jackowitz tells the press, playing up the company’s tag line: “Clean Should Feel This Good!"

Dickinson’s new product line, Enhanced Witch Hazel, includes an Extra Strength Deep Cleansing Astringent and an Alcohol Free Hydrating Toner.

And there’s a fragrance-free Witch Hazel De-Puffing Eye Gel too, formulated with caffeine, cucumber, and aloe. The company statement asserts that “the non-drying formula cools, soothes and smooths the delicate under eye area for a healthier, more radiant look.”

The astringent formula includes menthol and eucalyptus, while the toner is made with aloe and vitamin E.

Ethical, sustainable, charitable

Dickinson's is tying these contemporary buzzwords to the company’s long history. “For 150 years, Dickinson's Original Witch Hazel has been American born, hand harvested and responsibly made,” ​according to the press release.

Just this week at the Keep America Beautiful National Conference, in Orlando, Florida, the company announced it’s 2016 partnership with the non-profit group, which operates to “inspire and educate people to take action every day to improve and beautify their community environment,” ​according to the Keep America Beautiful site.

Milestones and steppingstones 

Anniversaries, like Dickinson’s 150th, present a prime opportunity for brands to capture consumer attention by celebrating that the brand has consistently done well and highlighting what’s better now.

Indie natural brand California Baby​ did something similar when that company marked 20 years of business late last year.

And at a recent CEW event, experts discussed how companies can effectively refresh or refine a brand image anytime to align with consumer expectations.  Cosmetics Design’s coverage of that event—How the shrewdest cosmetics and personal care brands engage consumers and attract investors​—explains more. 

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