In 2022, PAC decided that the Associated Skin Care Professionals (ASCP) brand needed a refresh to help bring it a more modern, sophisticated, and fresh feel, and to incorporate the learnings it had gathered over the past few years about its esthetician members. Using demographic data, social media learnings, audience surveys, and internal analytics, the new brand look, voice, and guidelines were created. This new look centers around the colors of the skin, classy and sophisticated fonts, and a scientific but feminine feel with bright pops of color to catch the eye when needed.
