LUXE entered the crowded sun protection market with a mission to provide high-SPF products without harmful chemicals. Despite growing consumer demand for clean beauty alternatives, the brand faced the challenge of establishing credibility in a market dominated by pharmaceutical giants while communicating complex ingredient benefits to health-conscious consumers.

Our mission:

• Position LUXE as the premium clean alternative to traditional chemical-heavy sunscreens
• Create sophisticated branding that appeals to health-conscious luxury consumers
• Develop packaging design that communicates clean ingredients and premium quality
• Execute successful market launch strategy with retail partner acquisition
• Build brand recognition in competitive beauty and wellness sectors

LUXE needed to differentiate from both mass-market chemical sunscreens and emerging clean beauty competitors. We positioned them as the sophisticated choice for consumers who refuse to compromise between effective sun protection and ingredient safety.

Key strategy elements:

• Clean Luxury Positioning Developed brand identity that balances medical efficacy with premium beauty aesthetics, using clean typography, sophisticated color palettes, and ingredient transparency as core differentiators.
• Educational Packaging Design Created packaging system that clearly communicates SPF levels, clean ingredient benefits, and usage instructions while maintaining luxury shelf presence that competes with established beauty brands.
• Ingredient Transparency Strategy Built marketing approach centered on ingredient education, highlighting what LUXE doesn’t contain (harmful chemicals) alongside what it does (effective natural protection) through clear, confident messaging.
• Strategic Retail Partnerships Targeted health-conscious retailers, premium beauty boutiques, and wellness-focused chains that aligned with brand values and attracted target demographic of educated, quality-conscious consumers.

“From clean beauty startup to retail success — LUXE made sun protection safe without sacrifice.”

• Launched complete SPF product line with 6 different protection levels and formulations
• Secured partnerships with 45+ premium retailers across beauty and wellness channels
• Created packaging system that drives 34% higher shelf conversion than category average
• Achieved 89% brand recognition among target health-conscious consumer demographic
• Built loyal customer base with 67% repeat purchase rate within first year
• Won ‘Best Clean Beauty Launch’ at Natural Products Industry Awards
• Generated €540K+ in first-year retail sales through strategic channel partnerships

• Education drives premium pricing. Consumers paid 40% more for LUXE products when they understood the clean ingredient benefits and long-term health advantages over chemical alternatives.
• Packaging communicates values instantly. Clean, sophisticated design immediately signaled quality and safety to health-conscious shoppers, differentiating from both medical and mass-beauty aesthetics.
• Retail partnerships accelerate credibility. Placement in trusted wellness retailers provided instant brand validation that online-only marketing couldn’t achieve.
• Ingredient transparency builds trust. Clear communication about what LUXE doesn’t contain proved as important as highlighting active ingredients, especially with chemically-sensitive consumers.
• Premium positioning supports growth. Starting with high-quality, higher-priced products attracted serious customers who became brand advocates and supported expansion into broader market segments.

LUXE proved that clean beauty brands can successfully compete in established categories through strategic positioning and retail execution. By combining sophisticated branding with ingredient transparency and premium packaging design, we launched a sun protection brand that appeals to health-conscious consumers without compromising on efficacy or luxury appeal. The successful retail partnerships and strong repeat purchase rates demonstrate that consumers will choose clean alternatives when brands make the benefits clear and accessible through trusted retail channels.