Colorscience Reinvents Itself

Colorescience is looking to ramp up its image. The color cosmetics line is sold in over 2,000 physician offices, but before it can expand its distribution, the company is re-branding. “[We’re looking at] Ulta, Sephora and QVC and trying to find out where we want to kick off that [distribution] journey,” said Josie Juncal, chief commercial officer at Colorescience. “This new branding is going to put us in a position to do so.” The new branding strongly focuses on the fusion of sun care, skin care and color and will be illustrated through a campaign that includes a model shot outside at a beach house in Malibu, something the industry rarely sees in color cosmetics. “We did very minimal makeup because our whole goal is to be a lifestyle [company],” said Juncal, who added that the ad would run online in April. In addition to the campaign, the Web site will relaunch to incorporate the model imagery and communicate the brand’s luxury positioning. Also, it will include a section dedicated to its Sunforgettable collection, a line of sunscreen-infused color cosmetics, which will serve as an education platform with tips on sun protection from physicians. “We’ve taken our professional skin care, biotech and pharmaceutical roots and

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