CUROLOGY / RETAIL LAUNCH
Taking a teledermatology startup to #1 at Target
After a decade as a teledermatology startup, Curology was planning a late 2022 retail launch at Target. Running parallel with the completion of our brand identity, the team put together a full-funnel campaign that blended our digital-first foundation with the credibility needed to go head-to-head on shelf with the skincare behemoths.
The Challenges
01. $22B size market. Entering one of the most competitive and established retail categories, going head-to-head with skincare behemoths.
02. Digital-first heritage brand. Translating a personalized, provider-based telehealth experience into mass retail void of dermatological connection.
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Associate Creative Director
Video Director
Copywriter -
Creative Director: Martin Sanchez
Senior Art Director: Nas Chubinsky
Director Assistant & Editor: Cyrus Tebar
Designers: Donnah Perez, Diana Mora
Executive Producer: Dana Ross
Producers: Sasha Riddle, Anju Purushot
Copywriter: Rachel Amoroso
Editor: Kerstye Kau -
#1 Skincare Launch at Target
Exceeded revenue goals by mid-year in $22B category
03. Dual brand standards. Create compelling retail experience within Target's established design system while maintaining Curology's distinct brand identity.
04. Established giants. Compete for shelf space and consumer attention against brands with decades of retail presence and massive marketing budgets.
Creative Approach
Leverage our digital DNA
Use our influencer relationships and content creator network as authentic voices for retail credibility.
Showcase provider expertise
Feature charismatic Curology providers in educational content to differentiate from traditional beauty brands.
Balance brand systems
Create a cohesive experience that honors Target's identity and standards, while expressing Curology's “warm science” approach.
Strategic Execution
Leverage our digital DNA. Use our influencer relationships and content creator network as authentic voices for retail credibility.
Cool meets credible. Maintain our "Warm Science" aesthetic while building the trust needed for retail purchase decisions.
Our team partnered with Target’s internal creative team to develop a brand page that existed within our new brand identity, while also following the rules and boundaries of Target’s own identity.
Each product page was a blend of our cool-meets-credible aesthetic. Clean photography was paired with how-to videos featuring bright Curology providers and external content creators—showcasing both our influencer roots and dermatological DNA.
Team
Creative Director: Martin Sanchez
Senior Art Director: Nas Chubinsky
Director Assistant & Editor: Cyrus Tebar
Designers: Donnah Perez, Diana Mora
Executive Producer: Dana Ross
Producers: Sasha Riddle, Anju Purushot
Featured Work
Copywriter: Rachel Amoroso
Editor: Kerstye Kau