Case study
"Galénic" honors Claudius Galen, the founder of Western medicine.
And for Galénic, the French skincare brand known for its innovations in cellular science, formulation is an art form unto itself.
Founder Pierre Fabre was just 25 when he opened his first pharmacy in 1951, bringing a lifelong passion for botany inspired by his childhood in the sylvan farmland of France’s Tarn region. It’s where nature, science, body, and beauty came together to create a new foundation for luxury skincare.
Galénic had a strong beat on their audience, but their framing lacked refinement.
So it enlisted Antonym to help reposition the brand and devise its tone of voice strategy.
Seeking specificity, we crafted an elegant, modern hero persona refracted through three nuanced segments defined by differentiations in aspirations and values, goals for success and fulfillment, and ultimate attraction to Galénic.
The result was a fully embodied target audience profile, indelibly human at its core, and a more considered understanding of who covets Galénic—and why.
Building a luxe-science lexicon
Galénic delivers innovative science and efficacy—but their language wasn’t reflecting it. As part of our tone of voice strategy, we crafted a bold new Cellular Science Lexicon designed to express their science with singular, precision verbiage and an ownable tonality.
This custom lexicon, plus bespoke language aligned to their three new voice traits, highlights the elevated, sophisticated science behind their products and ensures the brand fearlessly leads with strength, challenges conventions, and forges paths that others follow.
Translating science
On the spectrum of luxury skincare storytelling—high vibes to high science—Galénic is grounded in complex cellular science lit with quietly potent luxury.
An extraordinary and complex methodology drives the formulas and efficacy. The unique trifecta of Galénic’s medical origins, French cultural origins, and forthcoming penetration into global markets required messaging strategy with a deft touch; think, advanced algebra wrapped in poetry.
Brand pillars
Storytelling
Positioning
Brand taglines
Tone of voice strategy
Target audience personas
Deliverables
The Antonym Effect
We elevated their tonality giving it a gorgeous, lush French feel spiked with mathematical precision to define their differentiation with clarity for global markets without compromising their uniquely French je ne sais quoi.