CLIENT

Neyah Professionals (Next-Gen Luxury Makeup Brand)

SERVICE NAME

End-to-End Brand Makeover & Positioning

01.

From Perception to Prestige: Crafting a Luxury Identity for Neyah Professionals
When Neyah Professionals approached Dreamzlab, they were caught in a perception trap—seen as “just another affordable makeup brand” in a cluttered market. The challenge? Reimagine Neyah as a premium, professional-grade cosmetics brand that commands attention, credibility, and higher price points.

Dreamzlab delivered a complete 360° brand reinvention—from rebranding and renaming product ranges to storytelling, packaging, and strategic market positioning. But we didn’t stop at the desk—we went deep into the production ecosystem, collaborating directly with Neyah’s manufacturing partners to understand the science behind each product.

This hands-on collaboration enabled us to align brand storytelling with product substance. The result? Neyah Professionals not only repositioned itself in the luxury segment but also achieved a 100% increase in average selling price, stronger retailer trust, and marketing dominance across platforms.

02.

Work Challenges

Transforming brand image at the foundational level is never just cosmetic—it’s strategic, sensitive, and systemic. Some of the core challenges we tackled:

• Overhauling the brand without alienating its existing value-conscious customer base.
• Creating a premium, global-ready identity while staying true to Indian beauty preferences.
• Renaming product lines to sound aspirational, with a blend of sophistication and relatability.
• Rewriting all product descriptions to align with a luxury tone, backed by real benefits and ingredients.
• Collaborating with manufacturers to deeply understand product ingredients, usage, and innovation—ensuring authenticity in messaging.
• Designing new packaging that stood tall against established global brands in retail and eCommerce.

03.

Main Results
Here’s how Dreamzlab helped Neyah Professionals level up their game:

Brand Identity & Story Repositioning
We completely reimagined Neyah’s visual and verbal identity—redefining the logo, color palette, and brand tonality to signal prestige and performance.

Product Range Naming & Messaging
From lip colors to foundations, we renamed entire ranges to reflect premium appeal while retaining memorability. We introduced storytelling-led copywriting, with product descriptions that captured both emotional value and functional efficacy.

Immersive Collaboration with Manufacturers
Our team embedded themselves in Neyah’s production unit to understand the product lifecycle. This unique approach helped us write copy and develop packaging with confidence, authenticity, and substance.

Pricing Power & Market Perception
The new branding unlocked premium shelf space and resulted in a 100% rise in average selling price—without resistance. Retailers began perceiving Neyah as a serious player in the luxury beauty market.

Strategic Differentiation
Through storytelling, visual refresh, and product truth, we helped Neyah stand apart from me-too makeup labels—positioning it as a professional, next-gen brand for makeup artists and consumers alike.

At Dreamzlab, we don’t just build brands—we rebuild perceptions. Our work with Neyah Professionals is proof of how insight-driven storytelling, design, and strategic immersion can elevate a brand from affordability to aspiration. And we’ll do it again.