Face theory had a face lift, was it worth it?

For those that don’t know, Facetheory are an eco friendly, vegan, cruelty free skincare brand made in the UK. Certified B Corp, PETA approved... So the ultimate planet & people friendly skincare brand.

I’m sure we can all agree that their old brand definitely didn’t showcase their mission or values which are incredibly powerful sales USPs, so a rebrand was due! They recently launched their rebrand, and it was met with some very mixed reviews.. let’s break it down.

firstly, what did they do?

As we talk about all the time, a rebrand isn’t just for aesthetic purposes, even though that’s what usually signifies a change. Facetheory actually re-organised their products into 4 solutions driven categories - Clear, Firm, Hydrate & Glow - and of course they colour coded accordingly (simplifying and results led = big tick!). They rebranded their packaging for easy routine building and printed them in the UK with vegetable based inks (true to their eco values, another big tick).

User experience can also be a big reason for rebranding, from the colour coding but also from the products themselves. Facetheory swapped their product pots to aluminium tubes for better consumer experiences - this makes it easier to take your products on the go, and makes using their products much easier. I personally have used facetheory products, and pots are clunky, and hard to fit into drawers etc, so another great move in their rebrand.

Another huge change for Facetheory, they introduced an eco-green colour for their main brand colour...a visual link to what they are all about which was definitely missing before (see the visual above for what their brand used to look like.

Lastly, a new logo. psst.. you don’t always have to change your logo if you want to rebrand, but in their case it was definitely something that was needed. Their new logo doesn’t incorporate the rectangle like the original one, making it more scalable, legible and stand out = big big tick!

Their new product organisation for goal-based categories!

the big question is, how is any of this controversial?

We don’t think it should be controversial, BUT customers are important in decision making for brands. In this case, Facetheory’s rebrand was met with mixed reviews with reference to the new look, but mostly the packaging as some users said that they preferred the pots over the new tubes.

The main point here is that a rebrand is sometimes needed not just for a visual standpoint, but if you are re-packaging or re-organising your business, it can be a good time for a refresh too.

Ultimately, the negativity around this rebrand is most likely because people don’t like change, not because of the outcome. So when a product you love looks different, it raises alarm bells instantly, but change is needed to grow and develop.

But, was the negativity warranted?

er, was the negativity warranted? Let’s take a look at the stats

46% say the biggest barrier to purchase was unclear labelling on packaging

By re-organising their packaging, colour coding them and adding specific graphical elements for each category, they’re clearing up the confusion. Now they have a solutions driven brand that is clear to the consumer what their products do, not just by reading all of the small print, but just by looking at the product. People are visual, and this resonates!

82% of consumers overall would be willing to pay more for sustainable packaging

This is something Facetheory are nailing with printing in the UK with vegetable based inks. They are remaining true to their eco values by walking the walk and not just talking the talk, which we personally love.

Their new look positions them as the go-to sustainable skincare brand

Using the eco green as their main brand colour, and a bold logo for a bold mission, as well as re-imagining their entire line. What’s not to love? We admire their passion for eco, results driven skincare soluttions.

It’s one HUGE tick for the rebrand books.

Here is what Facetheory had to say in response to our review:

We shared our thoughts with them, and this was their response. We get it!

Does your brand need a facetheory face lift?

A rebrand (or a brand for that matter!) is not just a cosmetic change; it's a strategic decision that can breathe new life into your business and help you stay relevant in a rapidly evolving marketplace. If you’re in doubt about your brand, it's worth considering a rebrand (or a brand audit to start with, we can help) to ensure that your brand continues to resonate with your target audience, represents your current offerings, and reflects your company's values and vision.

Remember, rebranding is a complex process that requires careful planning, market research, and creative execution and strategy. Work with a professional brand design studio (aka us!) to ensure your vision is realised, but that it’s also backed by creative thinking, strategy and stunning visual assets.

Ready to build your brand? Let’s work together to create a brand identity that is not only visually stunning but also deeply meaningful and impactful. Contact us today to start your brand design journey with a focused and dedicated approach for outstanding results.

Found this blog engaging? Dive into more insights on the benefits of investing in your branding! Check out our related blog on 6 signs that your business is due a rebrand. Expand your branding knowledge and stay ahead of the competition.