Same brand, New Look, Great Face – Lab Series

LAB SERIES was first introduced by The Estee Lauder Companies Inc. in 1987. So after over 30 years as a pioneer in men’s skincare, industry-leading LAB SERIES has become synonymous with science-backed, high performance skincare designed specifically to male skin physiology.

As we know men are increasingly taking control of their personal wellbeing and embracing looking and feeling better. Times they are a changing and with it ushers in a 360-degree rebrand for LAB SERIES who are rising to meet their customers needs and evolving.

Every aspect of the brand’s positioning has been upgraded: from new packaging focusing on environmental sustainability to a more interactive shopping experience to a new brand campaign urging men to invent themselves through the confidence the brand instills in them—because when their skin looks and feels it’s best, they feel free to be just who they want to be.

All the brand packaging has been redesigned with the consumer in mind to be functional,modern, and easy to navigate with clear product benefits and ingredients callouts on pack. Six new product series targeted to the most common male skincare concerns are colour coded based on the benefits of the products for instant recognition: Daily Rescue, All-in-One, Oil Control, Anti-aging MAX LS, Grooming, and Instant Fix. A new, sleeker logo ties it all together.

LAB SERIES believes protecting the environment is as important taking care of men’s skin and striving to enact new sustainability measures:
– More than half of packaging by weight will be recyclable, refillable, reusable, recycled or recoverable with the goal to reach 75% by 2025.

– 100% of cartons will be recyclable and are made using FSC-certified paperboard.

– LAB SERIES is introducing refillable cartridges under its luxury skincare line with.

To go with this brand spanking new look comes a new website, which is more functional, optimised for mobile viewing, and which features a new editorial focus to provide educational content to the LAB SERIES community.

The brand will also launch a new e-commerce experience featuring the exclusive LAB SERIES Skin Diagnostic—a personalised online skin analysing tool that provides consumers with private, customised advice at their fingertips. Activated using a smartphone with an uploaded selfie, the skin diagnostic uses Artificial Intelligence (AI) to provide a personalised skin report mapping six main skin concerns and providing customised product recommendations.

There is no one-size-fits-all solution to skincare and through its own evolution, the new LAB SERIES urges men to do the same: “Invent Yourself”.


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