MACRENE ACTIVES

Agency: DTE Studio Role: Art Direction & Strategy

Celebrity Dermatologist Dr. Macrene Alexiades is a clean beauty pioneer - her skincare line 37 Actives was long the cleanest, most scientifically active, and clinically proven product line in the world. After improving and expanding her formulas to include far more than 37 actives, the brand was ready for its own (non-invasive) facelift. In an ode to Dr. Macrene, a true visionary and walking testament to the efficacy of her products, DTE renamed the brand with her at center stage. Beyond the new name, DTE created a new logo and mark icon, and designed all new primary and secondary packaging. The beautiful box motifs were inspired by Dr. Macrene’s love of watercolors - with each product receiving it’s own treatment.

A new ecommerce site - designed by DTE as well - needed imagery to compliment the brand’s new look.Wanting to highlight the clinical expertise and innovation behind the product, while also bringing focus to the all-natural ingredients comprising the formulations (many of which Dr. Macrene grows herself), we drew inspiration from Irving Penn’s iconic food photographs. One of my favorite features we implemented were the wildflower seed paper notes every Macrene Actives shipment came with - a special extra for customers and a sustainable way to deliver marketing material.

Photography by Joanna McClure