4. Brand Architecture: Recommendation One Name: Fraxel When bringing a brand directly to 80 million consumers, you need to keep it simple. The laser skin treatment, the cosmeceuticals and any other future line extensions need only be known by one name, Fraxel. One name remembered by consumers will make it easier to drive demand—whether it be to physicians’ offices or to medi-spas in the future . Brand Identity:
8. Consumer Consideration Cycle The consideration cycle is repeated for each stage of the Skin Improvement Journey—becoming a longer (or repeated) cycle as the consumer moves from Skin Care options toward the procedure options.
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