H20 Plus relaunches in a big way

By Deanna Utroske contact

- Last updated on GMT

Related tags: Retailing

H20 Plus relaunches in a big way
The skin care company’s new identity isn’t a simple brand refresh, H2O+ Beauty CEO Joy Chen has changed distribution models, formulations, packaging, company headquarters, and more to revitalize the unprofitable business.

H2O+ left Chicago, Illinois, and opened a new headquarters in San Francisco, California, last year. And the company has since closed all its retail locations too. Beauty is booming in the Bay Area​, and Chen is positioning H2O+ to be a key player in and beyond that region.

New formulations

The company has also closed its manufacturing operations and it is now working with third-party companies to produce its new product collection. According to the H2O+ press release about the relaunch, the move is “a sweeping strategic shift…to prioritize innovation over manufacturing, broadened its opportunities for creativity and innovation with fresh product lines…and [add] further brand upgrades to better fit the needs of today's discerning consumers.”  

Previously the H2O+ brand story centered on water and marine-derived ingredients. Now, under Chen’s direction, it’s centered on “pure water.” And to align with current consumer expectations, the new formulations are free-from select ingredients of concern: “These new collections are inspired by the brand's innovative beginnings and combine pure water with the latest advances in skin technology, resulting in performance-based formulas made without parabens, mineral oils, or phthalates,” ​affirms the company.

Redistribution

Without any physical retail stores to run, the company is (almost) fully focused on e-commerce.  H2O+ will have product in stores like Ulta. But, as the press release emphasizes “its new website will serve as both the brand's flagship store and a key tool for communicating with customers.”

The move will certainly save the company costs. But it’s a bold move in a time when online only retailers are getting into brick-and-mortar retail and conventional retailers are opting for experiential, omni-channel sales models.

Look and feel

The relaunch is meant to leave behind what was no longer working for H2O+ and to carry the brand forward. “Now we want to amplify that spirit with a reimagined H2O+ Beauty, one that even better serves our customers by being more innovative, creative and results-focused. We can't wait for the public to see what's in store,”​ Chen says.

New packaging is part of the mix. Artist Ayaka Ito drew water (rippling, crashing, sparkling in sunlight) for the company’s new look. Additionally, H2O+ has partnered with the Oakland, California – based group Girls Inc. of Alameda County and will support their work through donations and volunteer time.

Related topics: Brand Innovation, Packaging, Skin Care

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