Challenge
After saturating the early adopter market, the initial brand strategy had stalled out. Ever/Body needed a new approach that could convert skeptical, new-to-category customers and their existing customer base to prove the business model and secure more funding.
Using on behavioral research into both customer groups, Charette helped Ever/Body become a household name.
What we accomplished
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Secured two rounds of funding
Better conversion for both customers
Innovative, market-leading brand strategy
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Clarity and alignment on the team
What we made
Brand Strategy: new unique value proposition, brand vision, north star, personality, sales script, service descriptions and more
Testable Assets: prototypes of the new positioning and brand language to validate the strategy with new & existing customers
Target Market Map: market segment categorization, overview descriptions & spend prioritization strategy
Psychographic Customer Profiles: overviews of real people including their mental models, mindsets + jobs to be done; segmented by age of child, neurodivergence and family size.
How we did it
2-week behavioral and psychological study on cosmetic dermatology & beauty
Homepage design & qualitative validation testing with both types of customers
Cultural trend analysis on beauty and cosmetic dermatology
Qualitative brand audit
Competitive analysis
From industry insider to expert-best-friend
The original brand only made sense to super users and med spa professionals. Seasoned customers looked past the mess in hopes of good prices, but new-to-market customers were confused and put off.
Charette’s strategy appealed to new and old customers alike because it presented value propositions that mattered to both groups in a warm, irreverent but approachable way.
Three big ideas
Speak to your customers, not industry insiders
Dispel the myth that “only certain kinds of people” go to med spas … (and it’s not me)
Align with the playful, empowered  modern beauty vibe
1 - Speak to your customers, not industry insiders
The original benefits and value propositions were all about fixing what’s wrong with the industry of cosmetic dermatology — issues that most customers are unaware of.
We refocused the brand to address the three concerns that matter most to both customer groups: natural results, skilled providers and scientifically proven treatments.
2 - Dispel the myth that “only certain kinds of people” go to med spas (and it’s not me...)
The original brand was industry-standard: brightly lit photos of hyper-perfect (mostly white) people, vague language and technical jargon. It felt inauthentic and overwhelming — it gave new customers visions of Tammy Faye Baker and existing customers wondering what makes Ever/Body worth the pain of switching.
We busted the myth with a testable homepage:
Bring the customer base to life with causal, selfie-style photos in every-day settings.
Show a range of genders, ages, and personal styles (not just a few Black models).
Normalize procedures through storytelling instead of scary, sci-fi descriptions.
3 - Align with the playful, empowered  modern beauty vibe
Most cosmetic dermatology brands emphasize a flawless perfection that’s out of line with the current playful, health-oriented beauty culture.
We defined a new brand voice and brand personality all about fun, empowerment and warm connection.
Our strategic action plan outlined how to change imagery, language, messaging and digital channels like social media, email and marketing UX to demonstrate that looking great is easy and nothing to be ashamed of.
Conversational, playful tone of voice normalizes concern and makes new things approachable
Real-talk break downs of procedures build trust
Videos and visuals of actual procedures taking place take away the fear of the unknown
Show off the diversity of the staff and present them as real people not just expert clinicians
Charette synthesizes really well. They make insights actionable and useful. It's not just these kinds of people want facials; it's here's what we do about it.
Let’s work together
We broke Ever/Body’s growth plateau and made them a household name. Let's see what we can do for you.
FAQ
Not really! We work closely with our clients to build an engagement that fits their needs and their budget.
The range is wide — our engagements run between $25-300k depending on the scope and volume of work.
Yes and you absolutely SHOULD. In fact if we work together, we will strongly recommend you join the sessions with us.Qualitative research is an art form — one we’ve honed for over 20 years.
We find that even for companies who are good about talking with customers, our methodology tends to uncover new and valuable insights.
We know how to get people to really open up and tell us the truth by:
• avoiding leading questions
• reinforcing, synthesizing and following up with compassion and reflective listening
• creating a welcoming, judgement free space where people can relax and say how they really feel
To be honest … we’re never TOTALLY sure — that’s why we always include rounds of testing to check our work.
We do have a pretty good track record though. Our clients tell us we’ve measurably lowered their CAC, increased their conversion rate exponentially and significantly increased retention and LTV.
We’re also happy to build in rounds of quantitative testing if that’s of interest to you.
Ah this is a tough one. The short answer is no, not really.
We’ve tried this approach before — but we’ve found the outcomes of those projects are much less successful in terms of delivering on business goals because we have no control over the quality and depth of the research.
It’s important to us that every client walks away with a beautiful and effective outcome and for us, that means research is a requirement.
