I conducted a full audit of City Beauty’s existing verbal identity and competitive positioning, revealing fragmented messaging and a lack of narrative clarity. I then established a new messaging framework rooted in clinical performance, refined luxury, and confidence for women 45+. This became the foundation for claim hierarchy, campaign storytelling, packaging copy, and digital communication — driving consistency and strengthening brand meaning at every touchpoint.

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Identity & Messaging

• Visual aesthetic skewed too youthful and did not reflect the clinical credibility or premium promise older customers sought.

• Messaging lacked clarity, emotional resonance, and consistency across channels.

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Fragmented Brand & Product Positioning

• No unified story connecting multiple hero SKUs — each product felt like its own sub-brand.

• Cross-functional teams created assets based on interpretation, not strategy.

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Trust & Expertise Under-Communicated

• Highly efficacious formulas, science, and ingredient credibility were not visible in
  copy or creative decisions.

• Mature audience expressed desire for proof, not just promises.

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Brand Recognition & Recall Risk

• Digital presence across multiple channels lacked distinctiveness, making the brand harder to spot in crowded markets.

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These insights clarified that for women 45+, performance + confidence + elegance needed to show up visually and verbally, unified under a single narrative.