Repositioning a leading cosmetics brand to attract new markets

Veil is a specialist brand of camouflage make-up designed to provide long-lasting cover for a range of skin imperfections such as vitiligo, port wine stains and rosacea. In an effort to engage with new customers and elevate the brand, Veil approached The Creative Alchemist to create a meaningful marketing strategy.

Through a series of transformational and thought provoking brand workshops with the team at Veil, we delved into the world of the cosmetic brand - meeting with key members of staff to uncover exactly what makes Veil special, road-tested the product ourselves and meticulously audited their current brand projection.

To start with, we gave the brand a visual refresh - reinvigorating it with a new colour pallette which would appeal to all customers and giving it a more cosmetic, rather than clinical, focus. We redesigned their eCommerce website in-line with the new digital strategy, creating engaging video tutorials and content, revamping the brand’s social media channels and re-thinking their language and tone of voice.

With a ‘no photoshop’ policy, the new brand is honest and truthful, injecting integrity into an industry that is saturated by ‘perfect’ images. Pro MUA Jo Leversuch acts as brand ambassador for Veil and is the face of our tutorials, providing professional beauty tips and advice whilst helping to position Veil as a credible must-have cosmetics product in the industry.