Curology - The Brand Book

Curology: Behind the brand

Maria Camila Acosta, Lisa Tetreau, Julia Costa, Eva Schwartz, Andrea Urdaneta

01

Our Story: Background and Who We Are

Brand House

07

Golden Circle

04

02

Brand Personality & Values

05

Tone of Voice & Archetypes

08

Logo Usage, Color Palette & Typography

03

Curology's Core Consumer

06

Positioning Statement

09

Image Style & Photography

OUR STORY “Our journey began with listening to one patient in New Mexico, Rachel – and listening is still at the core of what we do. Each member has hopes, needs, and even their own quirks. We make a promise to be honest, personal, and affordable, and to treat each member like the true individual that they are.”

In 2014 Dr. Lortscher left his dermatology practice and teamed up with his technologist brother, Glenn, and their mother, Dr. Nancy Satur (also a dermatologist), in hopes of building an online team where they could care for people remotely just as effectively as they cared for people like Rachael in person.

They built the facility to make the customized skincare, and they created Curology’s secure, proprietary web-based technology that allows for personalized attention online.

Today, Curology employs over a dozen fulltime providers, who work together to bring professionally guided acne care to tens of thousands of people who wouldn’t otherwise be able to access it or afford it.

BRAND PERSONALITY Curology represents sincerity. Sincere brands are downto-earth, wholesome, honest/sincere and cheerful/sentimental but also friendly with the customer. This kind of brand connects in a unique form of trust highlighting different user’s personality traits over their skin concern.

BRAND VALUES The key value of Curology is to treat each customer as it were the only one. With 100% personalized products that will guarantee satisfaction for each customer.

Lortsher, the CEO of Curology said that the reason people come to their site is because of their unique treatment that is customized by a real person, meaning that the companies values are to be authentic and real, basing their business on customer loyalty.

01

OUR CORE CONSUMER

02

As accessibility drives Curology’s operations at its very core, the company links dermatologists to teens and adults looking to improve the quality of their skin from the comfort of their very own home and without the preoccupation of overspending on skin products that may possibly be ineffective or further be detrimental for their skin.

With that in mind, Curology ensures that any and all skin complications are resolved in the utmost effective, honest, and affordable manner through the personalization of its skin products to each consumer.

A number of teens and young adults carry a history of discontinued and/or unsuccessful skin treatments, which oftentimes results in frustration and loss of hope for healthier skin. Alongside the support of our professionals and the open community of Curology’s customers, the personalized treatment thereby restores such hope whilst proving its efficiency.

"A community for every state of your journey"

BRAND KEY

Values Beliefs & Personality: Believers (Literal, Loyal and Moralistic)Honest, friendly, ethical, supportive, knowledgeable, “we’re in this together” mindset.

Essence: Uplifting confidence together, in an honest way.

Benefits: Functional benefits: Affordable, medically certified, personalized formulas for every skin, positive results in small time.

Emotional benefits: impulse in self-confidence, sense of belonging, safe place for growth.

Competitive Environment: We share and compete in the skin care field, against established brands such as Clinique, Olay, Neutrogena, and also to brands that provide personalized treatment such as Proven, SkinCeuticals and Younique You·Ology.”

Reason to Believe: “I buy Curology because it helps all my skincare needs, they offer me a personalized formula made uniquely for my skin for every day use at an affordable price, and their huge online support system makes me feel like I belong and that I’m not alone” Discriminator / USP: Only Curology focuses solely on personalized products and formulas that serve your unique needs in an affordable way.

Consumer Insight: “I’ve always been insecure because of my skin imperfections, this has abstained me to fulfill my full potential as a confident person. I like to feel safe and in company with people that understand me and my situation. I care about my looks and like to surround myself with supportive people to which I will support back.”

Root Strengths: Community, belonging, unique, supportive.

Target Audience: The imperfectly, perfect. Individuals suffering from bad skin conditions who want to start their healing journey to clear skin..

THE CAREGIVER Curolgy is a beauty care brand that will always put the customer first. They are honest and caring, they also are naturally compassionate, nurturing and dedicated.

Our main goal is to help others in every way by providing affordable treatment in a personalized manner.

“We make a promise to be honest, personal, and affordable, and to treat each member like the true individual that they are.�

THE LOVER In Curology we believe support is necessary in your healing journey, reason why all of our stakeholders are part of a big community that’s naturally appreciative, passionate and committed.

“A community for every state of your journey”

POSITIONING STATEMENT

"For those living through the hardship of acne, dark spots or fine lines, those who want to clear their skin and uplift their confidence, Curology is the unique personalized beauty care brand that treats you personally and honestly, because we know every skin is different, and we will be there in every step of your self-confidence journey."

Simon Sinek’s GOLDEN CIRCLE

WHAT HOW

Curology provides affordable online skin care attention. They offer individualized skin care formulas that mix personal ingredients. Each customer gets a full “care” plan designed by a curology provider to contain their personal active ingredients.

With only 19 dollars a month, curology offers a custom formula, a clog free cleanser and moisturizer, personal chats with a provider, and an ultra easy two minute routine shipped to your door.

Curology treats their customer personally and honestly. They promised to treat each member and the true individual they are. No drugstore is customized, this is why curology uses your photos, your goals, and your spots to pick powerful ingredients just for YOU.

WHY

Curology employs a dozen full providers, who work together to bring professionally guided acne care to tens of thousands of people who wouldn't otherwise be able to access it or afford it.

Curology’s purpose as a company is to create personalized skin care attention, and make it accessible for everyone, at any time. The company believes that everyone deserves their individualized skincare, and curology promises to me honest, personal and affordable at all times! They believe that great skin care should not be a luxury, but a fact.

LOGO & CLAIM

The Company’s Logo is a C, representing the brand name “Curology”. It has been designed with a bubbly, and bold font. It can be interpreted in various ways. The C is cut half way, creating a “drop” figure on both sides. This could be interpreted as it being a “cream” or “moisturizer” shape.

The logo is pasted in the brands primary color: Eggplant purple (#332F54) According to color psychology experts, having purple in a company’s logo represents: Royalty, Luxury, Celebration, Education and Elegance.

Color is used to represent all inclusiveness (all genders, ages, and cultures). This is exactly what curology is: an all inclusive company! Wanting to promote accessibility

Website, Social Media: Instagram, Facebook, Twitter, Linkedin, Glassdoor.

For packaging use Typefont + Brand Name

Minimum of 5 mm margin between logo and any other elements

Colorusedcontrastthegivensurface Colorusedisfixedwithinthedesignatedpallette

INCORRECT USE OF LOGO

Do not change the color to any that is not fixed within the designated pallette

Do not change the aspect or drop shadows

Icon is not to be used for product packaging

LOGO USAGE

CORRECT USE OF LOGO

COLOR PALETTE

WHY PURPLE?

According to color psychology, designing with purple can communicate various aspects for your business.

Purple communicates positivity, it has been studied that it is well liked by adolescents and creative individuals.

Purple has the power to uplift, it is an inclusive color.

It is for all genders, cultures and ages.

It has four main qualities (Royalty, Value, Scaredness, Bravery)

Primary Eggplant Purple (#332F54) / Lavender (#B3A9EC) / Violet

Secondary White / Black / Orange / Peach

Curology stays loyal to their color pallet. They repeat their few primary and secondary colors on every post and website update. Their website pallet and social media palette are the same.

TYPOGRAPHY

The specific font used in all of the different platforms is Larsseit Font and Nocturno font. This fonts are used in their products and packaging, official website and social media.

Larsseit Font Larsseit font uses very little contrast and is shown as very clean. It has very classical proportions and emphasized readability and objectivity

Nocturno Font Nocturno font has a calligraphic feel with influence from inscriptional forms as well

PHOTOGRAPHY As Curology is all about honesty and transparency, the photography for their advertising has a nice dynamic between studio photos and unedited, which gives the perfect balance between real and professional, this can be seen in their different Social Media platforms.

IMAGE STYLE Curology focuses on having real and authentic pictures, avoiding too much glam or filters, instead they use real people.

The image style is mainly a mix of their signature color palette, all images are very clean and not crowded, this gives a fresh feel and look to all of their platforms.Â

From us, to you.