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I led a verbal rebranding effort that resulted in an updated brand positioning platform, new tagline ("Beyond clean") and significantly streamlined product naming architecture and on-shelf wayfinding system for Sephora stores. Additionally, I named the new Biossance bestsellers kit "Overachievers" and its sample kit category "Your Clean Routine," complete with an easy-to-follow layering guide on the back of the box. The objective was to make these evergreen kits immediately identifiable and more intuitive for people to choose and stick with a customized skincare routine based on skin type. 

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