Ego Pharmaceuticals relaunches Elucent with bold design transformation and TikTok tease via Sunday Gravy, Half Dome and Saint Social

Ego Pharmaceuticals has relaunched its Melbourne-made skincare brand, Elucent, introducing two ranges of high-performance, science-backed formulations, supported by a bold redesign aimed at challenging the “dull era” of skincare. Independent creative company, Sunday Gravy led the transformation, developing a new brand world and visual identity system built around the “Never Dull” platform.

Originally developed over 20 years ago by Dr Jane Oppenheim, Elucent has long been grounded in efficacious, science-backed formulations. But in a crowded, price-led category, it had become easy to overlook.

The relaunch repositions Elucent for a new generation, shifting it from a functional, bottom-shelf product into a high-performance skincare brand with both clinical authority and cultural relevance.

“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. 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” said Courtney Barlow, Marketing Communications and Content Manager at Ego Pharmaceuticals.

At the centre of the redesign is a distinctive packaging system inspired by the scientific visual language of litmus test strips. Reimagined as a bold, ownable brand asset, the device creates a clear and cohesive architecture across the range, bringing stronger shelf standout, easier navigation and a more contemporary feel, while still reinforcing the brand’s scientific credibility.

The new design system extends well beyond packaging, spanning logo, colour, typography, gradients and tone of voice to create a sharper, more modern and culturally relevant identity.

Says Alex Crampton, Head of Design at Sunday Gravy: “Pharmacy shelves are crowded, price-led and full of noise. 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.”

Half Dome played a central role in bringing Elucent’s relaunch to life, executing a fully integrated marketing program designed to elevate the Melbourne-made, science-backed skincare brand to a new generation of consumers.

“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. 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,” said Rawanne Auda, Client Partner at Half Dome.

Organic social strategy for the relaunch was led by Saint Social, with a focus on driving intrigue and conversation ahead of the official reveal.

As part of this approach, the campaign launched via an anonymous TikTok account teasing the involvement of ambassadors Jacquie and Ava, deliberately withholding brand attribution to encourage speculation and organic discovery.

Within 48 hours of posting, the teaser content generated:

• 210,000+ organic views
• 15,100 likes
• 443 saves
• 84 comments

The early performance highlights the effectiveness of a tease-first approach, demonstrating how removing branding in initial phases can drive stronger curiosity and engagement.

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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