The product problem

A made-to-measure creamcustomers had to buy before they could try it.

Buy first.Wait.Try later.

Role: Brand-to-Market strategy lead
Proof: Brought to market across e-commerce and pharmacy
Scope: Positioning · Product-tier architecture · E-commerce strategy · Communication architecture · Pharmacy activation

Launched

The product problem

A made-to-measure creamcustomers had to buy before they could try it.

Buy first.Wait.Try later.

The only available offer asked customers to commit before they could see, touch or try the product, then wait for it to be made.

In brief

Situation
A made-to-measure cream that asked customers to commit, and wait, before they could see, touch or try it.
Task
Two horizons: create adoption now, and build brand value next.
Action
Made personalisation immediate with Mix At Home, bridged customers to the made-to-measure cream, then rebuilt the brand to last.
Result
250 partner pharmacies, a new brand DNA and a new product offer.

Launch a new ritual now.Build a brand that lasts.

After its acquisition by Laboratoires Boiron, ABBI had to define what personalisation would mean as a brand, and carry it through every place the customer met it.

ABBI was introducing a new way to buy and use skincare. It needed immediate adoption across e-commerce and pharmacy, while building the credibility and meaning to grow beyond the launch.

Now · create adoption

Launch the offer
Explain the ritual
Equip pharmacies
Convert online
Earn a first purchase

Next · build brand value

Define the positioning
Build legitimacy
Create distinction
Establish a platform
Grow beyond the launch

Built in parallel, not in sequence.

Role: Brand-to-Market strategy lead
Scope: Positioning · Product-tier architecture · E-commerce strategy · Communication architecture · Pharmacy activation
Delivery: Led end to end; assets produced with specialist teams, agencies and production partners.

01Product & conversion

Not another skincare product.A new ritual.

Mix At Home turned personalisation into something people could understand, combine and use themselves.

BaseDropYour skinA ritual that is yours

6 bases · 10 concentratesMatched by a selfie diagnosis. Mixed at home, or on the spot in pharmacy.

Before

DiagnoseCommitWaitReceive

New entry · Mix At Home

DiagnoseSeeTryBuyUse now

The made-to-measure cream took time to produce. Mix At Home gave people the ritual today, and a reason to come back for the cream made just for them.

The base

The concentrate

Two ways in.

Immediate entry: Mix At Home. The base and the concentrate, combined by you, instantly.

ABBI DIY — DIY
Mix At Home. The base and the concentrate, combined by you, instantly.

ABBI InLab — InLab
The made-to-measure cream, formulated to your diagnosis. The one worth the wait.

DIY is the immediate entry into personalised skincare. Crème Sur Mesure remains the higher-commitment, made-to-measure offer.

Reduce the risk of commitment

Recommendation

Recommended a satisfaction guarantee after three weeks of use, to lower the perceived risk of committing to a made-to-measure cream.

Turn the first purchase into the next one.

DIY purchase+1 monthCRM triggerVoucherCrème Sur Mesure

A month after the DIY purchase, CRM reactivated the customer with a voucher toward the personalised cream.

An immediate product to enter the brand. A CRM path toward made-to-measure.

Two routes to one ritual

A new ritual only scales when people can explain it.

Two routes to the same ritual. Online introduced the brand and closed the sale. In pharmacy, a person diagnosed, reassured and put the first product in the customer’s hand. Both led back online.

Explains · converts

01: A brand-led entry, not a product grid
02: Expertise, naturality and proof, up front
03: The selfie diagnosis, made simple
04: Guided discovery: base, then concentrate
05: Product pages that teach the mix

Explains · converts

Online

01A brand-led entry, not a product grid
02Expertise, naturality and proof, up front
03The selfie diagnosis, made simple
04Guided discovery: base, then concentrate
05Product pages that teach the mix

Diagnoses · reassures · initiates

In pharmacy

01A connected mirror invites a free diagnosis
02A selfie reads the skin
03The pharmacist matches a base and a concentrate
04An immediate Mix At Home, bought on the spot
05A QR code and gift card carry the customer back online

Both routes lead back online →

The made-to-measure cream, personalised to a name

Both routes led back online: re-diagnosis, CRM and an evolving ritual.

Led as a strategy, not a reskin: navigation, storytelling, discovery, diagnosis, conversion and retention.

02Brand

ABBI began as a technology.

An AI selfie diagnosis, a personalised formulation, naturality and pharmacy credibility. Real capability, and not yet a reason to feel anything.

People wanted to be understood, not sorted.

Swipe the three observations →

01They wanted personalisation, not another system filing them into predefined categories.
02Technology created interest, but not attachment.
03Naturality and efficacy built trust, but not distinction.

01They wanted personalisation, not another system filing them into predefined categories.

02Technology created interest, but not attachment.

03Naturality and efficacy built trust, but not distinction.

So personalisation had to stop being a mechanism and become a belief.

From

Personalised skincare, powered by technology.

Technology and skincare expertise used to respect and reveal individual identity.

Reveal, don’t standardise.

Mission: Reveal the beauty of each person, at every stage of life.

Mission

Reveal the beauty of each person, at every stage of life.

Belief

Your skin is yours. Your care should be too.

Legitimacy

AI diagnosis · 99% natural origin · made in France · pharmacy expertise.

03Making it travel

An unfamiliar brand and an unfamiliar ritualhad to be understood together.

Unknown brand

A distinctive, human brand territory and a hero campaign.

Unfamiliar ritual

Product education turned into creator, retail and e-commerce content.

Need for legitimacy

Skincare expertise, pharmacy advice, proof and technology, combined.

Risk of a one-off purchase

Re-diagnosis, CRM, an evolving ritual and community.

One campaign, many angles: a segmentation built to reach every reason to care.

Hero film
Role-based creator content
Social proof
UGC
Community

The casting became the content architecture.

The product launched the brand.

The brand made the product easier to adopt.

A commercial system designed to create adoption now, and a brand platform designed to create value over time. Built at an early stage, when none of it existed yet.

250: Partner pharmacies
New brand DNA: Brand rebuilt
New product offer: Mix At Home

SABON scaled one architecture. OPEAZ aligned one economics. ABBI built the whole thing from an early-stage start.

Revisit the work.