When Nicholas Perricone launched his beauty brand in 1997, few others in the beauty space were touting the link between inflammation and aging. Now, inspired by TED Talks, he’s aiming to take on a wider breadth of subjects with Serious About Beauty, the company’s new brand platform.

This story first appeared in the July 8, 2015 issue of WWD. Subscribe Today.

To introduce the initiative, the brand is releasing a number of content-driven strategies on July 13, starting with the release of a brand profile film. This behind-the-scenes look highlights Dr. Perricone’s persistent quest to innovate.

The second phase of the campaign features a thought leadership video series inspired by TED Talks, called “Dr. Perricone On.” These segments delve into a variety of simple strategies to counteract aging, inflammation and the secrets to youthful and supple skin at any age. The videos will be released on perriconemd.com and throughout the brand’s social media outlets.

“Many of my happiest hours are spent in the lab, researching strategies for healthy aging,” said Perricone. “My goal is to provide you with the tools that will help you to maintain that youthful, radiant skin throughout the decades. The Serious About Beauty platform teaches that looking good and having a positive body image is not vanity— it is your road to a long, healthy and happy life.”

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