Dr.Ci:Labo

Dr.Ci:Labo (DCL) is Japan’s No.1 premium derma-beauty brand, founded in 1995 by dermatologist Dr. Shirono, who propelled the world of beauty into a new era of benefit-led skin care systems. 

As DCL’s portfolio expanded, the brand’s traditional look became fragmented. The brand was trusted, but was difficult to identify, and it lacked modernity and appeal to emerging audiences.

Dr.Ci:Labo (DCL) is Japan’s No.1 premium derma-beauty brand, founded in 1995 by dermatologist Dr. Shirono, who propelled the world of beauty into a new era of benefit-led skin care systems. 

As DCL’s portfolio expanded, the brand’s traditional look became fragmented. The brand was trusted, but was difficult to identify, and it lacked modernity and appeal to emerging audiences.

Excavating brand roots to reveal a bright new future

Using our Hard Working Assets™ approach, we reassessed the brand’s strategic positioning, which now combines its Japanese traditions with a fresh modern face that is relevant to younger audiences and that paves the way for future innovation.

The reimagined logo mark evolved into a whole new identity system. It captures the subtlety and elegance of the mark but is capable of morphing into louder, more confident forms

These are seen in evocative expressions across packaging, digital brand communications and retail design.

Finally, excavating the brand’s roots we discovered an historical asset that had been a true building block of brand value. And so, the beloved Shiropy was revived from the brand archives.

Shiropy, this cute polar bear doctor character, enables Dr.C:Labo to engage emotively with consumers, telling the stories behind the brand and its efficacious products. And he is a real character, creating huge impact in retail and across social media.

Within a month of deploying these new assets, DCL saw sales increase by 200%. Data showed that existing consumers remained loyal while new purchasers had been attracted – a true testament to the power of Hard Working Assets™.