The world’s largest beauty products company, French cosmetic giant, L’Oreal acquired Mumbai-based Cheryl’s Cosmeceuticals in 2013.

Cheryl’s Cosmeceuticals was founded by Oscar and Cheryl Perreira in 1986, and the brand was known for its result-oriented range of skincare products and treatments, recommended by beauty salon professionals across western India.

By acquiring Cheryl’s Cosmeceuticals, L’Oreal wanted to launch its first skincare brand out of India and enhance its leadership position in the professional products market in the region.

Tailor was hired by the client to re- launch the brand among skincare professionals and promote its usage inside salons across India.

Tailor created the logo and new brand identity for Cheryl’s Cosmeceuticals and positioned it as a brand which works hand-in-hand with the trained skincare professional.

In this category, merely having a good product is not enough. The right application techniques are just as important to show maximum results.

The brand worked by constantly updating the knowledge levels of the salon professional and investing in new learning.

Initially, hired to do a 3-month project, Tailor ended up handling the brand for 3 years and helped Cheryl’s meet its extensive communication needs for both internal and external audiences.