This week, I checked in on deodorant brand Curie’s new look and how it fits into Walmart’s demand for more premium beauty. Additionally, fragrance influencer Funmi Monet launches her own perfume line, and Macy’s plucks a former Kering exec to take over Bluemercury. With an elevated brand refresh, Curie wants to speak to today’s performance-minded beauty shopper
When Sarah Moret launched her aluminum-free deodorant brand Curie in 2018, premium, natural deodorant was still a nascent category. But eight years on, offering an alternative to the standard drugstore antiperspirant is no longer enough to stand out.
On Wednesday, Curie will unveil a brand refresh with new, elevated packaging by design and strategy agency Gander, and partnerships that put Curie at the center of beauty’s growing interest in sports and performance culture.
“[The rebrand] was really a moment for us to invest in the brand and help the brand really catch up to what our customer has become,” said Moret, Curie’s founder and CEO. “Aluminum-free deodorant, clean deodorant, is no longer niche. People are actively looking for it. We’re having to do less education than we did in the early days of Curie.”
The new packaging attempts to communicate Curie as a more premium brand, with a more refined color palette, modernized typography and screen-printed packaging replacing a stick-on label. A new website design and fitness-oriented imagery will emphasize Curie as a “performance” brand. The brand also wiped out its Instagram grid in anticipation of the rebrand.
