The firm recently unveiled a new look and feel for the brand, almost a decade after its first launch.
“The brand is celebrating its first decade with a ‘philosophical reset.’ We’ve overhauled our website, developed all-new product packaging, introduced collection categories and more,” said Marc Gallagher chief marketing officer, Facetheory.
“There is an overwhelming amount of choice on the market, and I think brands will need to uplevel their stance on ethics, formulation practices, and value for money. Our customers expect that we overdeliver on value for money,” said Gallagher.
The brand revamp coincides with the brand’s APAC expansion.
“The brand is just getting started in the larger APAC market. With our new look and feel, we hope influencers, press and customers alike will embrace the new Facetheory, as we’ve worked hard to develop a sustainable-chic offering that is affordable, effective and sustainable,” said Gallagher.
He highlighted the importance of the brand’s APAC expansion.
“Growth in APAC means that we can encourage more brands to explore plastic-free packaging options and spread our sustainability mission worldwide.”
The brand has partnered beauty retailer Sephora in the region.
“We’re thrilled to be partnering with Sephora to extend our reach to the APAC customer base, growing the brand and giving an opportunity to develop regionally specific products and sets,” said Gallagher.
“We’ve overhauled our website, developed all-new product packaging, introduced collection categories and more! We did all of this to allow customers a more intuitive and results-driven routine building experience, specifically to launch into Sephora,” said Gallagher.
Facetheory’s revamp takes on a less-is-more approach. This is evident in its new result-base range system that categorises products into four lines: Glow, Firm, Clear, and Hydrate.
According to the brand, this new system helps consumers “create a skin care routine based on their ongoing skin goals” rather than ingredients which may be confusing. Product names have also been simplified.
“The main concerns people often search for include hydration, anti-ageing, and acne solutions. While trends can certainly spark interest in certain ingredients or products, fundamental skin issues remain pretty consistent,” Gallagher explained.
“Consumers want to achieve healthy, glowing skin, and we’re here to help them navigate the vast sea of information without drowning in it.”
The brand has also overhauled its packaging with more sustainable solutions.
For instance, cleansers and moisturisers have been moved to fully recyclable aluminium tubes, complete with a recyclable metal cap, eliminating unnecessary plastic.
“With a 'less-is-more' philosophy, product packaging has undergone a complete revamp, and as an eco-activist brand, we’re always striving for sustainability and reusability without compromising efficacious, science-first formulas,” said Gallagher.
“We’re on the quest to be The Sustainable Skincare Standard globally. We know how competitive the APAC market is, and we are confident our accessible price point plus problem-solution oriented product categories will be a winning combination for those eco-conscious customers”
