Glowing Skin Starts With U! Interview with Pauline Valle, Ultraderm Creator.

By Louise May

Ultraderm is one of Australia’s fastest growing skincare brands within the professional beauty community and is committed to formulating with proven ingredients that are beneficial at making positive improvements to the skin.

It was in 2009, Pauline Valle proudly introduced her own cosmeceutical skincare range Ultraderm to the Australian market. Already an owner of a successful beauty distribution business she knew what products beauty therapists were after.

Several years on and Ultraderm’s innovative approach and superior ingredients have proven to be the perfect solution for over 300 leading Australian skin clinics and beauty salons, and it has gone on to become a market leader within the beauty industry.

We caught up with Pauline to talk about her recent re-brand and what lies ahead for Ultraderm.

What inspired your company to undergo a rebranding process for its skincare products?

The skincare and aesthetics industry is dynamic and continually evolving and it's important to stay relevant and competitive in order to resonate with our target market and demographic.

What were the key objectives or goals you set for yourselves when embarking on the rebranding process?

In addition to refreshing our look and logo, we saw this as an opportunity to strategically reposition ourselves in the market and expand our reach to a wider client-base whilst maintaining our core values.

Can you share some insights into the creative process behind developing the new brand identity? What inspired the new visual elements, messaging, and overall brand image?

We sought to create a timeless and clean aesthetic that would resonate with our target audience and take us into the future. We were guided by extensive market research and a thorough understanding of our audience personas, which enabled us to identify their preferences, aspirations, and desires.

The overall brand image helps to clearly communicate our brand values, evoke emotions, and establish a strong connection with our audience.

How does the rebranding reflect the evolution of your company’s values, mission, and vision for the future?

The process has been a response to our vision for the future. It demonstrates our commitment to growth and innovation as well as strengthening our position in the industry.

Did you conduct any market research or gather customer feedback during the rebranding process? If so, how did these insights influence your decisions?

We definitely considered feedback received from our salon partners and their clientele before implementing some of the changes. We regard our salon stockists as crucial partners and their input into what results their clients want to achieve is important to some of the decisions we have made.

Can you talk about any changes you’ve made to your product line as part of the rebranding, and what motivated those changes?

We have incorporated new ingredients into several products within our range with the aim of enhancing their results and to make use of ingredients that have recently become available.

What do you hope customers will take away from your new branding and how do you see it fitting into the overall skincare industry?

We aspire for our clients to recognise our commitment to meeting the evolving needs of our client base and also be industry leaders.

How does your rebranding align with your company’s values and mission, and how do you see it helping you achieve your long-term goals?

Our rebranding serves as a conduit to support our commitment to excellence, innovation, and customer satisfaction, which in turn drives our growth now and into the future.

Are there any sustainability or ethical considerations that influenced the rebranding decisions, such as packaging materials, production processes, or ingredient sourcing?

These are important issues, and we are exploring options to enhance and improve on our operational processes as we move forward.

For someone unfamiliar with Ultraderm, can you explain the brand and what kind of business it is best suited for?

Ultraderm is salon only cosmeceutical skin care range that delivers optimum results. We offer a complete product range of active, in-salon professional and retail products for all skin types and conditions. This value for money product range is proudly Australian owned, operated and developed for our Australian climate and conditions. It is suited to all professional beauty businesses regardless of size as we have a broad product offering.

Why did you decide to re-brand last year?

Ultraderm is in its 14th year of business, and we believe in being proactive and staying relevant in the evolving beauty industry to meed the needs of our salon partners and their end clients. We know this update will broaden our market and spread our messaging to a wider audience.

What does the re-brand entail?

This re-brand has consisted of an updated logo, tagline and the resultant packaging and marketing resource updates. We are also updating some of our marketing strategies and messaging to better align with our company’s mission and values.

Did any of the formulations change as well?

Yes, a few of our core products have also had formula ingredient modifications to further enhance their benefits and to take advantage of latest active ingredients that have become available.

Did the re-brand come with training sessions for existing stockists, i.e., are there new ways to communicate the brand to clients?

Yes, we have launched 2023 with interstate training so as to share all the upcoming changes. This is as well as our online and virtual training. We continue to refine our processes and means of business-to-business communication.