One of the most important parts of a project like JolieMD was messaging; now that Dr Litner and I had created our hero products, how were we going to explain that this product worked on anti- aging by removing fine lines and wrinkles as well as by evening skin tone, while also combating stubborn acne and hyperpigmentation.
Here we need to first thank Nadine Jolie, who was there to help us take out the medicalese and explain in clear terms what women needed to know. Tirelessly, she edited copy after copy of the philosophy behind the brand, the ingredients present and how they worked, and the irritants that we had avoided and why we had avoided them. She helped fashion the message we wanted to tell: that we had combined over 22% active ingredients in each- Softening Serum and Lightening Lotion- and that was why JolieMD works- period.
And more, Nadine was there, with our Practice Manager Baharak Amirian, to review the packaging to make sure it is feminine enough, sophisticated enough; to feel the products and make sure they are smooth enough, soft enough. Their fingerprints, along with our families and friends, have been present throughout the project from the beginning, and so we named this beautiful new product JolieMD- because from the beginning Dr Litner and I want to create a new brand that has that unique combination that we think had eluded skin care to date- an effective, simple to use product, that was beautiful…that was Jolie.
With the message complete, we turned to the PR expertise of Erin Kelly of The Collective, and our dear friend and retail liaison Danielle Bristol Chang, who together and in their own respective ways have worked tirelessly reaching out to beauty bloggers, beauty editors, and beauty buyers everywhere to get the word out that there is a new brand of skin care- JolieMD.
Dr Litner and I cannot thank our dedicated team enough for all their efforts to let you know about JolieMD.