Greeting readers,

Earlier this year, as the idea of launching a probiotic-based skincare line before a therapeutic drug began to feel more real, a marketing firm asked me, “What’s your tagline?” This was the first time I’d heard the term “tagline.” That question marked the start of many months of learning about the difference between a tagline and a slogan and understanding their importance in shaping product and brand identity.

My sister, Farkhondeh, a well-known graphic designer in Iran, focused her master’s thesis on slogans—how lucky for me! With her guidance and support, I learned more about slogans, and since she was the mastermind behind the company logo and knows me well, she helped me navigate the world of branding. Together with rest of the team, we brainstormed phrases, one of which she believed was closest to a true slogan.

The journey to select a slogan made the product launch feel even more real and brought clarity to what should be within our product portfolio. As a scientist, I never imagined that a slogan could provide such focus for a product line—but it did. I truly enjoyed the challenging, sometimes frustrating, yet rewarding process of venturing into the world of brand creation.

Our first products will launch as cosmetics, making us the first company to incorporate live-cell probiotics into skincare lotions. Our product is alive, just like your skin, which led to our slogan: “It’s alive, isn’t it?” My dream is to hear people from around the world repeat this slogan and associate it with fafabiotic, the pioneering company that introduced live-cell probiotics as a living ingredient in skincare. 🙂

Until next blog, Cheers