Skincare brand H20+ is undergoing the “biggest brand overhaul in its 27-year history” to update for Millennial consumers “with fickle tastes.” After the brand was forced to close down all 75 of their brick-and-mortar locations last year, they pinned all their hopes on a digital makeover.

Skincare brand H20+ is undergoing the “biggest brand overhaul in its 27-year history” to update for Millennial consumers “with fickle tastes.” After the brand was forced to close down all 75 of their brick-and-mortar locations last year, they pinned all their hopes on a digital makeover. Because “consumers today want to know the people behind the product and brand story too,” their renovated site includes listings of ingredients, and a live-chat customer service tab. A  skincare expert is providing tips on their social feeds, and how-to videos are in the works. NPD reports that while the overall skincare market fell by 2% in 2015, online revenue grew 23%.  (Digiday)