Professional skin care line Envy Medical rebrands for the consumer market

10-Oct-2017 - Last updated on 10-Oct-2017 at 15:58 GMT

Related tags Marketing

(image courtesy of the brand)

The product portfolio, originally developed as a complement to the company’s in-office Dermalinfusion treatments, has been reformulated and repackaged under the close supervision of beauty marketing expert Sona Tolani for wider consumer appeal.

Westlake Village, California – based Envy Medical got its start in 2002. The company is led by CEO Arash Khazei and founder Ken Karakiuk, who serves as chairman and chief operating officer of Envy Medical. Sona Tolani joined the team in April of last year. And, according to a press release about the newly relaunched skin care range, was the mastermind behind the rebranding.

Rebranding

“With extensive renovations to their original formulations, as well as a complete packaging overhaul, Envy Medical's Chief Marketing Officer, Sona Tolani, ensured that the brand's new look and formulas are reflective of what the consumer wants both in terms of visible results and also to display on their vanity shelves,” as the release states.

Reinventing a brand to please both its loyal consumers and to attract new ones is no easy feat, a sentiment Khazei affirms saying, “I've seen other brands change so drastically that they alienate their existing clientele.”

“Our mission and ultimate goal was to remain true to where we began - which was in the professional arena - but also appeal to a broader audience, one that appreciates the very best in skincare and advanced technologies,” he explains.

Tolani tells the press how she and her team at Enevy Medical thought through the project, “The brand's original iteration was great, but I wanted to take both its exterior and internal components to another, more elevated level.”

“We took a very careful and close look at our available technologies and patents, and amplified them in each product's new formula, while overhauling the packaging to give it a sharp and fresh new look,” explains Tolani. “The end result is a product line that outperforms market competitors and also looks great on retail shelves.”

Reinforcements

Khazei, Karakiuk, Tolani, and their colleagues in the C-suite at Envy Medical bring years of impressive cosmetics and personal care industry experience to the company.

Tolani, who led the rebranding, was until early last year the senior director of global marketing for Dermalogica. She was with that brand nearly 10 years and before that worked as the senior marketing manager for L’Oréal Paris.

Khazei, who came to work at Envy Medical, just one month before Tolani, in March of 2016 also worked with L’Oréal. He came to be at there by way of acquisition. Khazei was the chief financial officer at NYX and continued managing the brand’s financial operations as a senior vice president when L’Oréal acquired NYX in 2014.

And, since he’s founder of the company, it’s no surprise that Karakiuk invented the machine that started it all—the patented SilkPeel device that is used for the professional Dermalinfusion treatments.