2025

evolving the market leader without losing the market.

Glutone is India's best-selling glutathione brand. The brief: evolve its personality for the modern skincare buyer, and raise conversion without losing the scale it already had.

Market leaders carry the riskiest briefs: change enough to feel current, not so much that the buying customer stops recognising the brand. Every decision ran through that filter, and through one metric: conversion had to rise while the personality moved.

Services

Creative Production

evolving the market leader without losing the market.

Glutone is India's best-selling glutathione brand. The brief: evolve its personality for the modern skincare buyer, and raise conversion without losing the scale it already had.

Services

Creative Production

Date

Jun 2025

Client

Glutone

Industry

Skincare / Wellness supplements

Timeline

4 Months

View live

Creative Strategy

The customer wanted certainty and minimalism. The brand learned to offer both.

The palette went positive and natural, built for glow in the colour space of a sunrise. The copy got quick and simplified, a hint of wit, conversing instead of lecturing. Science stayed, explained cleanly: optimised ingredient information, and trust built through dedicated derm-testimonial segments. Product imagery turned soft and minimal, and people were shot against open sky rather than coloured panels, the clearest, most natural frame a skincare brand can stand in.

Creative Production

The launch film flips the website's register: derms build the trust, people carry the joy.

For launch we recommended a campaign of real experiences: people sharing what the product does for them, shot inside the new brand language, lighter environments, happy, organic, visibly skincare-literate. The deliberate contrast with the site's derm-heavy certainty gives the brand both registers: proof where the buyer decides, warmth where the buyer discovers. Homepage, collection pages and hero product pages all rebuilt under the same system.

Results, not prophecies

Core site sections rebuilt under one unified visual and verbal system

Voice, carried consistently from homepage to product page

Separate branding phases: the evolution happened inside the redesign

Evolution is the hardest brief: everything had to change and nothing could break. The leader kept its buyers, and the brand now speaks the way its customer thinks: certain, minimal, lit like a sunrise.