But the brand was not communicating this innovative vision at its various touchpoints, other competitors with less pioneering formulations had brought their visual languages and positioning closer to Mesoestetic's own, reducing the differentiation between the different proposals and the exclusive character of the brand.
What’s more, Mesoestetic had been expanding its product portfolio with new solutions, reaching 3 different user segments: the aesthetic doctor, the aesthetic professional and the end consumer. But this segmentation had not been transferred to its products, generating confusion among the different proposals both among users and among the teams in the different markets.
In this context, Mesoestetic's positioning strategy was redefined, finding a purpose, promise and differential personality that was translated into an evolution of its identity, a redefinition of its communication language, and a review of the portfolio architecture and the design of the product families.
Finally, the brand narrative and claim were reviewed and style guides were created to ensure that each market consistently conveyed what makes Mesoestetic unique.