Ego Pharmaceuticals has relaunched its Melbourne-made skincare brand, Elucent, supported by a redesign to challenge the “dull era” of skincare.
Elucent has been grounded in science-backed formulations but in a crowded, price-led category, it had become overlooked.
The relaunch has repositioned Elucent for a new generation. It has shifted the brand from a bottom-shelf product into a high-performance skincare with clinical authority and cultural relevance.
Ego Pharmaceuticals marketing communications and content manager Courtney Barlow said: “From the outset, this relaunch was about more than just a new look — it was about truly understanding how to evolve Elucent for a new generation of skincare consumers. I’m incredibly proud of the level of collaboration that went into this, bringing together creative, strategy and consumer insight to shape a brand that feels both culturally relevant and scientifically credible.”
Independent creative company, Sunday Gravy led the transformation. They developed a new brand world and visual identity system built around the “Never Dull” platform.
At the centre of the redesign is a distinctive packaging system inspired by the scientific visual language of litmus test strips. The device has created a cohesive architecture across the range, bringing stronger shelf standout while still reinforcing the brand’s scientific credibility.
Sunday Gravy head of design Alex Crampton said: “Pharmacy shelves are crowded, price-led and full of noise. We saw an opportunity to do the opposite: create something simple, clear and instantly recognisable, while still grounded in science. The litmus strip becomes a distinctive visual asset that cuts through the clutter, brings instant clarity to the range, and gives the brand a premium edge that instantly appeals to our Gen Z audience.”
Half Dome played a central role in bringing Elucent’s relaunch to life. They executed a fully integrated marketing program designed to elevate the skincare brand to a new generation of consumers.
Half Dome client partnern Rawanne Auda said: “In line with challenging all things ‘dull’, we wanted a media strategy that truly delivered on that promise. From bold, high-impact OOH placements through to a creator-first social approach designed to spark conversation, every channel is working to build not only reach but real relevance with our audience.
Our partnership with Urban List takes this a step further, bringing Elucent to life through both content and our Glow Haus activations in Sydney and Melbourne — an immersive brand experience that places Elucent firmly in the moments and environments our audience actively engages with,” Auda added.
Organic social strategy for the relaunch was led by Saint Social, with a focus on driving intrigue and conversation ahead of the official reveal. As part of this approach, the campaign launched via an anonymous TikTok account teasing the involvement of ambassadors Jacquie Alexander and Ava Francis.
Within 48 hours of posting, the teaser content generated: 210,000+ organic views, 15,100 likes, 443 saves and 84 comments
Credits:
Client: Ego Pharmaceutical
Tenille Taylor – Group Marketing Manager
Samantha Beecroft – Strategic Marketing Projects Manager
Courtney Barlow – Marketing Communications and Content Manager
Maisie Mitchell – Digital Marketing & Communications Executive
Kiara Dowling – Marketing Communications Executive
Creative Agency: Sunday Gravy
Social Agency: Saint Social
Amelia Kanz – Co Founder and Managing Director
Ella Molnar – Co Founder and Managing Director
Zoe Petterson – Social Media Manager
Media Agency: Half Dome
Rawanne Auda – Client Partner
Stoja Trkulja – Client Solutions Director
Lily Worrall – Client Solutions Manager
Adrian Cosstick – Head of Strategy
Stephanie De Vos – Investment Director
Arielle Akimana – Associate Performance Manager
