Elucent.
Ego Pharmaceuticals has relaunched its Melbourne-made skincare brand Elucent, supported by a redesign aimed at challenging the “dull era” of skincare via Sunday Gravy, Half Dome and Saint Social.
Elucent was originally developed over 20 years ago by Dr Jane Oppenheim.
“From the outset, this relaunch was about more than just a new look — it was about truly understanding how to evolve Elucent for a new generation of skincare consumers,” said Ego Pharmaceuticals marketing communications and content manager, Courtney Barlow.
“I’m incredibly proud of the level of collaboration that went into this, bringing together creative, strategy and consumer insight to shape a brand that feels both culturally relevant and scientifically credible."
At the centre of the redesign is a distinctive packaging system inspired by the scientific visual language of litmus test strips.
“Pharmacy shelves are crowded, price-led and full of noise,” said Sunday Gravy head of design, Alex Crampton.
“We saw an opportunity to do the opposite: create something simple, clear and instantly recognisable, while still grounded in science.
“The litmus strip becomes a distinctive visual asset that cuts through the clutter, brings instant clarity to the range, and gives the brand a premium edge that instantly appeals to our Gen Z audience.”
Elucent is now available across all Chemist Warehouse stores in Australia.
“In line with challenging all things ‘dull’, we wanted a media strategy that truly delivered on that promise. From bold, high-impact OOH placements through to a creator-first social approach designed to spark conversation, every channel is working to build not only reach but real relevance with our audience,” said Half Dome client partner Rawanne Auda.
"Our partnership with Urban List takes this a step further, bringing Elucent to life through both content and our Glow Haus activations in Sydney and Melbourne - an immersive brand experience that places Elucent firmly in the moments and environments our audience actively engages with."
Credits
Client: Ego Pharmaceutical
Tenille Taylor - Group Marketing Manager
Samantha Beecroft - Strategic Marketing Projects Manager
Courtney Barlow - Marketing Communications and Content Manager
Maisie Mitchell - Digital Marketing & Communications Executive
Kiara Dowling - Marketing Communications Executive
Creative Agency: Sunday Gravy
Social Agency: Saint Social
Amelia Kanz - Co Founder and Managing Director
Ella Molnar - Co Founder and Managing Director
Zoe Petterson - Social Media Manager
Media Agency: Half Dome
Rawanne Auda - Client Partner
Stoja Trkulja - Client Solutions Director
Lily Worrall - Client Solutions Manager
Adrian Cosstick - Head of Strategy
Stephanie De Vos - Investment Director
Arielle Akimana - Associate Performance Manager
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