Reframing Brand Credibility for a New Retail Audience: Rodan + Fields x Ulta Beauty
Brand Voice | Product Education | Retail Communications | Consumer Engagement
For 15 years, Rodan + Fields relied on independent consultants to introduce products, educate customers, and guide purchasing decisions. As the company prepared to enter Ulta Beauty retail locations nationwide, the organization faced a new challenge: helping customers discover, understand, and trust the brand without a consultant serving as the primary touchpoint.
The Communication Challenge
Without consultant-led education, messaging needed to communicate dermatologist-backed expertise, product efficacy, and scientific credibility quickly and clearly.
My Role
As one of the brand's primary copywriting resources, I helped adapt customer-facing messaging for a retail audience, translating complex product benefits into accessible, science-backed storytelling that could resonate with both longtime customers and first-time shoppers.
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Educational Content & Training
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Naming & Campaign Messaging
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Editorial Review & Copy Guidance
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Cross-Functional Collaboration
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Brand Voice Execution
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Product Storytelling
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Product Launch Messaging
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Retail Communication Development
The Approach
To support the transition, communications emphasized dermatologist-founded expertise, clinical efficacy, and accessible product education across every customer touchpoint.
As Rodan + Fields entered retail, messaging needed to emphasize scientific credibility, dermatologist-backed expertise, and broader consumer relevance.
Scale & Scope
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Expansion into 150+ Ulta Beauty locations nationwide
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Helped introduce the brand to a new retail audience following at 15-year consultant-led business model
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Created content across retail, e-commerce, packaging, training, video, social, and experiential channels
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Partnered with creative, marketing, agency, legal, regulatory, and retail teams