DermStore, a subsidiary of Target Corporation—and an online retailer of professional-strength skin care—has unveiled a new brand identity and a simplified shopping experience. The brand refresh includes a revamped website, new logo and ‘Facing Forward’ tagline, and refined visual identity. The site conveys an optimistic outlook designed to resonate with consumers who are seeking a more empathetic point of view from the beauty industry.
 
As a “pure play digital company,” DermStore says its access to consumer insights and advanced technology have shaped the company’s new direction. The brand is evolving into the “next frontier” of professional skin care, offering thoughtful guidance to consumers in search of the most efficacious and innovative skin care solutions available. The website offers expertly curated product selections, advice and content from top industry professionals, as well as streamlined product categories and easier cart checkout, all within a clean, easy-to-navigate interface.
 
DermStore offers a wide range of physician-strength formulas, otherwise available only through a doctor or surgeon, as well as exclusive spa care lines, salon-grade brands, and niche products from around the world. Since joining the Target Beauty family in 2014, DermStore has refined its model to include an exclusive brand licensing strategy and deep investment in a network of experts. DermStore’s current house brand portfolio consists of beauty must-haves, including Harry Josh Pro Tools and SmartFX, with new launches planned for Q4 2015.
 
Check out Beauty Packaging’s exclusive interview with DermStore’s chief merchandising officer Jani Friedman.