DHC Skincare 2.0
Reintroducing DHC Skincare’s presence and customer experience in a fresh, modern light.
Client: DHC Skincare USA
Role: Digital Creative Director, Brand Repositioning, Guidelines
The Challenge
DHC began in 1972 as an educational translation company in Japan, its name standing for Daigaku Honyaku Center. The business made its foray into skincare when a visionary Japanese entrepreneur developed products using organic olives, launching collections that have endured for over 40 years.
DHC skincare needed to reconnect with American consumers while staying true to its authentic Japanese heritage. The brand faced the challenge of competing in an oversaturated beauty market where countless products promised similar results. The goal was to differentiate DHC by celebrating its unique Japanese origins and time-tested formulations, while presenting the brand in a way that felt fresh and relevant to contemporary skincare enthusiasts.
The Solution
My creative strategy began with brand and competitive audits to understand DHC's market position and identify opportunities for differentiation.
I developed a visual language rooted in wabi-sabi, the beauty of imperfection and impermanence, using clean lines, thoughtful negative space, and a refined color palette that evoked authentic heritage without cultural stereotypes.
The update included a redesign of website and email streams, a refined brand voice, and new catalog, photography, and typography direction.
The Result
A cohesive brand experience that felt distinctly Japanese yet accessible to American consumers, establishing a modern presence that could compete effectively in the premium skincare market. A special sticker gift-with-purchase was commissioned by a renowned Parisian illustrator, adding an exclusive artistic element that elevated the brand's authentic positioning.
