CASE STUDY 
Re'equil
Re'equil
Cultivating Deep Consumer Connections: Re’equil’s Evolution as a Self-Care Advocate
2018 Re’equil
In 2018, Re’equil was one of India’s fastest-growing direct-to-consumer cosmeceutical brands in skincare and haircare. Founded by Vipul Gupta, Re’equil’s vision was to offer personal care products that were both effective and trustworthy. Their mission was to provide clinically proven products, formulated by scientists and evaluated by dermatologists, ensuring healthier skin and hair. Built on the rock of efficacy, Re’equil aimed to become the most trusted personal care brand.
“We help you make progress in your life by simply offering efficacy- driven formulations that you know what to expect from.”
Vipul Gupta
Founder & Director at Re'equil India Private Limited
Redefining the Future: Re’equil’s Journey to Deepen Consumer Connections
Soon, the direct-to-consumer space faced a surge of new brands, with efficacy becoming an industry standard for cosmeceuticals. This shift compelled each brand to find unique ways to stand out in this competitive landscape. Re’equil, propelled by the success of blockbuster products like its sunscreen, recognized the need to build deeper connections with consumers in order to achieve future growth and expansion. Re’equil embarked on a journey to strengthen its positioning and refine its consumer value proposition.
Embracing Self-Care: Re’equil's Commitment to Natural Beauty and Acceptance
Through in-depth consumer research, Re’equil discovered a crucial insight: A significant segment of skincare users wanted to maintain their natural skin and hair and prevent decline. They viewed their natural selves as the ideal and sought products that would help them keep it that way.
“Our research revealed a deep consumer need – the importance of self-care and the desire for products that not only deliver results but also support and enhance the consumer’s natural self-care needs.”
Saurabh Uboweja
Managing Partner and Practice Leader,
Positioning Strategy at BOD Consulting
We consciously focused Re’equil’s product portfolio to address the diverse needs of consumers, ensuring that each product aligns with their specific self-care goals. Equally, we realised that consumers are more likely to choose and stick with a brand that openly shares product details and outcomes. Hence, transparent ingredient disclosure and setting realistic expectations with efficacy-driven results would help build trust. Re’equil could become a trusted partner by leveraging its expertise to educate and empower customers, helping them make informed choices and also offering quick and seamless resolution of queries to ensure a smooth customer experience.
Beyond self-care, fostering acceptance of one's natural self
The importance of self-care also highlighted the turbulence and emotional insecurities that many people face daily regarding their appearance. Recognizing this, Re’equil understood the need to go beyond promoting self-care to fostering acceptance of one’s natural self. Our new positioning seamlessly flows into our brand purpose: “You Simply Are.” This purpose is rooted in encouraging individuals to embrace their true selves, promoting a world of acceptance. Re’equil strives to be a reassuring voice that helps consumers feel better about themselves, advocating for kindness, positive self-expression, and the celebration of natural beauty.
You Simply Are
Re'equil's Transformed Positioning Today
Re’equil is a science based personal care brand committed to informed self-care
The Re’equil consumer is aware of their concerns and likes to make informed choices. Re’equil plays a crucial role in guiding these consumers through their daily skincare routines, leveraging its expertise to educate and empower them. By providing clear and honest information that helps them make informed decisions for their self-care, reinforcing the brand’s commitment to restoring equilibrium of their skin and hair as they knew it.
To reflect this positioning, a complete brand identity package, which included visual identity, product nomenclatures, colour codes, packaging, verbal identity, and tone of voice were developed to guide the brands progress across the ecosystem.
The top 3 areas included:
- Rationalisation of Re’equil’s Brand Architecture
The older architecture was restrictive and was expanded upon. Not only were the product categories rationalised, but the big change was to combine skin and hair care “outcomes” with “routines.”
This approach gave crystal clear directions to the consumer about what they really needed.
- Re’equil’s Packaging Evolved to Reflect the Transformed Brand Architecture
Re’equil’s packaging has evolved to reflect the transformed brand architecture, designed to be both intuitive and user-friendly, it features coloured strips that represent each step of the skincare and haircare routines. These colour-coded strips help users easily identify and follow the correct sequence for their routines, ensuring they achieve the most effective results.
- Introduced the Power of Rituals
The act of ritualising skincare and haircare brings forth a wealth of benefits. Simplified routines enhance consumer awareness and are easy to adopt. This, in turn, enables streamlined recommendations through personalised and targeted marketing efforts. They boost sales by encouraging the purchase of complete routines, thereby enhancing the average order value. They also play a significant role in offering clear product differentiation, assisting customers in making choices that align with their specific needs.
87.2%
consumers rate Re’equil at 4 stars and above
1 million
happy consumers and growing
The Impact
Today, Re’equil not only promises to restore & retain the equilibrium of your skin & hair but more importantly, intends to instill the belief that you’re much more than your appearance. And is committed to helping you make informed self care decisions by setting realistic expectations, supporting your needs, and nurturing your confidence in yourself.
