Case Study

Project Overview 

Liia Ramachandra fills many roles in her day to day life. From being a CEO and a mother to being a doctor and a patient. It was her role as a patient that instilled in her a desire to create Epilynx by Dr. Liia®. Dr. Liia came out of her own needs and experiences. She created Dr. Liia® because she got sick. Dr. Liia had psoriasis, gluten sensitivity and psoriatic arthritis and she needed something that would help her. There are almost no skincare/beauty companies that can claim that they are gluten-free, allergen-friendly and vegan except for Epilynx.

Dr. Liia relaunched their website and Amazon store. They are also aiming to launch customized skincare for each customer and are doing rebranding into Dr. Liia and doing overhaul of the packaging. The company is also moving to a larger facility/lab since they have outgrown the current one. Dr. Liia came to Otter PR to educate consumers about health, skincare needs and beauty. She wants to use her experience and voice to share important messages about “clean skincare” and skin conditions while exposing more people to her sunique skincare and beauty brand.

The Problem 

The problem is: Gluten is ubiquitous. It is hard to eliminate gluten completely from your life but you can do it, if you dedicate it. She researched various skin care as well as household products and found that, surprisingly, gluten was in everything that is of convenience to all of us. She wanted to meet the needs of people who are sensitive to gluten, many other allergens and other types of preservatives that are in everything in we put on and in us.

Using the skills she learned as a scientist along with her husband’s expertise in providing solutions to problems, she knew I could help an innumerable amount of people.

Thus, Dr. Liia was formed. Necessity is the mother of all inventions. They focus on curating products for those with gluten sensitivities, allergies, autoimmune conditions and sensitive skin. She started small by inventing the first of Dr. Liia®’s serums and creams to help improve skin health and complexion. From a serum and a cream to now many more products catered to those who have not been catered to before.

They help people feel confident and empowered that the skincare and makeup they will be buying from them is ‘safe’ to use. An example is people with celiac disease can not have any gluten however a lot of the skincare products do contain gluten, which makes it unsafe to use. Same with customers with allergies and sensitive skin. Many customers are allergic to nut oils, but coconut oils are almost in every product. They made it their mission to be gluten, casein, dairy, nut oil, etc free.

The Strategy 

We decided to position Dr. Liia as a “clean” skincare and beauty expert who would weigh in on the conversation surrounding “clean” beauty. We pitched her to news outlets to comment on legislation at a federal level that would change the beauty industry forever. We also used her as an expert to discuss major recalls in the beauty industry and common misconceptions. Dr. Liia has vast knowledge from her research and experience working in big pharma. She is willing to share and educate others which sets her apart from other beauty industry thought leaders.. As we continue to garner more media, Dr. Liia is becoming a common name and expert in the “clean” beauty industry.

Business Impact (results) 

Danielle Credeur

Danielle Credeur

Danielle has been a broadcast journalist for over a decade, working for NBC affiliates across the nation and currently a CNN journalist. When she’s not working you can catch her enjoying the Florida beaches with her family.
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Danielle Credeur

Danielle Credeur

Danielle has been a broadcast journalist for over a decade, working for NBC affiliates across the nation and currently a CNN journalist. When she’s not working you can catch her enjoying the Florida beaches with her family.

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