Minimis
Minimis believes that skincare should be approached with ease, and should be good for our health and our planet. Created to fit into your everyday skincare routine to add an extra boost of powerful nutrients.
The challenge:
Their messaging of “clean skincare” struggled to resonate with customers and stand out in the market. Our positioning research found that consumers didn’t understand what “clean skincare” is. It’s vague and unconvincing. Many consumers felt that “clean” meant the products were too gentle and ineffective.
Moved from “clean” to “efficacy driven”
We identified that consumers are actually looking for targeted treatment. Minimis needed to get more specific about what results the products can deliver. We encouraged the founders to revisit the process they went through of formulating the products. What did they want each product to do? What benefits did each ingredient bring?
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