Challenge:
To create and launch an ingredient brand to compete in a 3 billion dollar category.

Advanced Tissues Sciences (Nasdaq ATIS) is the leader in bioengineered human tissue and wound care products. The company's founder, Dr. Gail Naughton, observed that the by-product of new cell growth from their bioreactors yielded a nutrient rich solution that, when applied to skin cream, clinically demonstrated rejuvenation of the skin. Dr. Naughton's challenge to GO was to develop a way to brand the product in order to exploit the rapidly growing 3 billion dollar cosmeceutical market.

Solution:
GO conducted national surveys with the target demographic, affluent women around the country; the primary consumers of upscale cosmeceutical products. The goal was to determine I'm sorry? Were the key attributes and benefits, along with the price they were willing to pay for high-end cosmeceuticals? A conjoint analysis was provided to rank the attributes and benefits. Respondents were also asked to rate and rank proposed names for both ingredient and product brands. The study resulted in the creation of a new ingredient brand with the descriptor, Patented-Pure. After exploring over a hundred names, NouriCel was selected because of its positive associations with "nourishment of the cells." "Patented Pure" was chosen based on consumer emphasis that the most important benefits of the product needed to be "science based/clinically-tested," and "rejuvenation of the skin." GO went on to produce the brand identity and the graphic standards manual.