Proactiv Company has rebranded as Alchemee as it moves beyond acne-focused products. The anti-blemish brand expands its product offerings to address complexion issues of discoloration, eczema, psoriasis, and rosacea. The skincare company expressed that they "create science-based solutions that provide better skin for life."
In addition to the brand's new name, the company announced the incubation of two new brands under Alchemee. Restorative Elements and In Defense of Skin are launching in the near future to offer consumers a wide variety of skincare solutions. Moreover, the brand has shifted to employ a direct-to-consumer business model, aiming to learn more about consumer needs. This informed a shift to an omnichannel approach to its new skin health lines.
Science-Based Complexion Brands
Proactiv Rebrands as Alchemee as it Expands its Product Offerings
Trend Themes
1. Science-based Complexion Brands - The rise of complexion-focused brands with research-backed products excellent for skin
2. Direct-to-consumer Business Model - The popularity of direct-to-consumer marketing models in skincare industry
3. Omnichannel Approach - The increasing use of omnichannel approach by skincare companies to gain more customer insights
Industry Implications
1. Skincare Industry - The potential for disruptive innovation in the skincare industry with the rise of science-based complexion focused brands
2. Cosmetics Industry - The demand for research-based, effective skincare solutions in cosmetics industry
3. Health and Beauty Industry - The increasing preference for simple, direct-to-consumer marketing channels within the health and beauty industry