Wrinkles Schminkles, the anti-ageing skincare brand with “a fun name, backed by real science” is investing in a full rebrand in 2021, aimed at better communicating the brand’s positioning and tapping into global trends of DIY and at-home skincare treatments.
The new-look contemporary packaging, colour palette and new product launches will be available from March 1.
Launched by Gabrielle Requena in 2014 when she saw a gap in the market for a non-invasive solution to chest wrinkles and discovered the efficacy of 100% Medical Grade Silicone, Wrinkles Schminkles has been a quiet achiever with a steady upward trajectory. 100% Aussie-owned and self-funded by Requena, the brand is on track to increase growth over 100% for the fourth year running, and is now available in 40 countries.
‘We’ve experienced exponential growth here in Australia as well as overseas,’ says Requena, ‘but being an Aussie brand, domestic retail continues to be an important focus for us.
‘We had such strong belief in the efficacy of our Silicone Patches, we initially led with the product itself and let the ensuing consumer response drive the business. Given our growth, and in response to our retail partners’ feedback, we now recognise the need to refresh the brand’s positioning with a more contemporary look and feel, while also clearly expressing the credibility and product benefits to the consumer.’
New clear packaging Silicone Patches
Wrinkles Schminkles’ foundation range of Reusable Wrinkle Smoothing Silicone Patches were the first and are still the best, boasting 100% Medical Grade Silicone made in the USA – they even have the FDA and TGA tick of approval and, importantly, are cruelty free.
The new contemporary clear resealable pouch enables the customer to see the product, better understand the concept and ‘experience the actual product on shelf ’ in addition to a new “storage” card with instructions for optimal use and longevity.
Silicone Patches include Chest Wrinkle Patch, Eye Wrinkle Patch, Neck Wrinkle Patch, Forehead Wrinkle Patch, Hand Wrinkle Patch and Lip and Mouth Wrinkle Patch.
Mask makeover
Wrinkles Schminkles InfuseFASTTM sheet masks for face and décolletage already possess 25+ powerful anti-ageing ingredients and amazing fully biodegradable biocellulose technology (so masks fully decompose in 8 weeks – no landfills to see here!), but now come in larger, more premium packaging featuring metallics and hand drawn iconography to communicate what each mask is designed to do.
New & improved Morning After Glow Serum
This bestselling Serum formulated with a powerful blend of antioxidants, essential fatty acids and anti-aging actives that infuse into the skin to help plump wrinkles, fine lines and instantly hydrate, now includes the native botanical Kakadu Plum – one of the richest sources of Vitamin C in the world.
Kakadu Plum’s powerful antioxidant benefits have been proven to stimulate collagen to help reduce fine lines and wrinkles, while its brightening power adds luminosity and evens out the complexion. The new look Serum is white and sleek with an orange dot to sell alongside the hugely successful Polishing Peel Pads for Face and Décolletage launched late last year.
Check out their website for more info: wrinklesschminkles.com.au
