Good Medicine Beauty Lab Enters The Modern Era With A Rebrand
After decades on the market, Good Medicine Beauty Lab’s products have received a welcome update.
Born at St. George, Utah’s Green Valley Spa, the third-generation skincare company is looking to the renovation to help grow its business outside of spa distribution. The Green Valley Spa was started by Carole Coombs, affectionately known as grandmother good medicine, 50 years ago. Twenty years later, Lara Wright and Cristin Coombs extended it to the skincare line Green Valley Lab. In 2015, Good Medicine Beauty Lab came to life and, today, it’s owned by three partners: Alicia Overton, Karen Hudson and Whitney Raymond.
Overton, who likes to be called a caretaker of Good Medicine Beauty Lab, explains the brand’s leaders sought to bring it into the modern age by tweaking its aesthetics. Dating back to the 1960s, the spa that spawned it has closed and, three years ago, it started selling online, an environment it wasn’t originally built for.
“At the spa, the skincare products were aligned with color and aromatherapy. Each bottled in a specific colored label, with a scent profile that brought that color to life,” she says. “Our team loves ritual, moon power and laughter. We wanted a sleek, modern design while still keeping an artisan feel. We loved the magic and romance of a black and white label with a pop of metallic copper.”
The brand hasn’t abandoned the glass bottles that existed in its previous iteration. It kept them because they’re more sustainable than plastic and provide a luxurious experience for customers. A new product, Electric Sky, has been inserted into Good Medicine Beauty Lab’s assortment. It’s a serum formulated with activated oxygen, prickly pear and hemp seed oil, and has promptly sold out.
“We wanted a sleek, modern design while still keeping an artisan feel. We loved the magic and romance of a black and white label with a pop of metallic copper.”
Discussing Electric Sky, Overton says, “The only way I can describe this to you is that it smells like energy and electricity, something that is so fresh and crisp, it kind of knocks you in the nose a little bit.”
Overton handled Good Medicine Beauty Lab’s rebrand herself. Twenty years working in marketing and design prepared her for the task. “We saved a ton on the rebrand because I am a graphic artist as well as a web designer,” says Overton. “We designed the labels and marketing in-house, so it really only cost us under $10,000 in the printing of new labels, professional photography and new marketing materials.”
Good Medicine Beauty Lab’s potential at stores was a major driver of the upgrade. During its long history tied to spas, the brand has turned down retail partnerships, but is now eager to explore retail options. It’s already entered nearly 60 retail doors, including Whole Foods in California, boutiques such as Wildcraft and The Farmacie Shop, and e-tailers Safe & Chic, Lucky Vitamin and Organic Bunny. On top of its balms, facial items and body care priced from $12 to $126, Good Medicine Beauty Lab has joined forces with birth coach and Mama Glow founder Latham Thomas on a collection of essential self-care products.
“We really want to start serving other online stores and start serving brick-and-mortar [retail] and do some spas,” says Overton. “We knew we needed a more concise and luxurious feel, so that’s definitely a part of the rebranding.”
“We really want to start serving other online stores and start serving brick-and-mortar [retail] and do some spas. We knew we needed a more concise and luxurious feel, so that’s definitely a part of the rebranding.”
Amazon is in Good Medicine Beauty Lab’s plans, too. The brand has begun testing a few products on Amazon and anticipates selling its entire line on the e-commerce giant over the next few months. On its website, Overton shares the conversion rate is three to four times the beauty industry standard that she estimates is 3%.
Good Medicine Beauty Lab is also considering expanding its staff and warehouse fulfillment, but is adamant expansion must come with a commitment to its core philosophy. The brand’s plant-based filler-free products are made by hand with wild-harvested desert ingredients like chaparral, Utah juniper berries and sage.
“We hope to nurture a new team of Good Medicine caretakers over the coming years and bring on new people and new energy that love it as we do. We have no desire to go corporate or sell our business but look forward to its next phase,” says Overton. “I suppose that a new team will create a new vision that reflects their hearts and dreams. This is not our first rebrand and may not be our last.”
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