A longtime success in e-commerce channels, the team at Penetrex tapped into GGB’s experience in elevating mass brands to command their price point and speak to consumers both on screen and on shelf. Chief among these elevated updates is the use of color — the brand’s initial color equities served as a springboard for an elevated color palette. The result is a multicolored brand symbol that speaks to the line’s soothing botanicals as well as its deeply penetrating effectiveness.