The Routine, Handled · Working territory

Take care of your skin. Get on with your day.

Five products with five clear jobs—clean, brighten, hydrate, smooth, replenish—organized into a routine you do not have to design for yourself.

Decision for Matt + Josh Is this a story we can own and sell?

Working claims—not customer-ready copy: Every benefit line below is a proposed direction. Product/Quality must match each line to the released formula, specification, testing, directions, label, and substantiation before it can be used.

The selling premise

Better skincare does not need to mean more skincare.

Acadia is for someone who knows they should take care of their skin but does not want skincare to become a hobby. We edit the routine down, give every product one understandable job, and show exactly what to use in the morning and at night.

Instead of

Asking the customer to assemble a shelf of overlapping products

Acadia does

One edited system: the right jobs, in the right order, with a clear AM/PM map

The payoff

A routine that feels useful, understandable, and easier to stay with

“The point is not one miracle bottle. It is doing the right basics consistently, without having to think about what comes next.”

Working Acadia brand belief

The routine at a glance

One shared first step. Two short paths.

The products earn their places because each has a distinct role. The job labels are working merchandising language, not released efficacy claims. Retinol starts gradually; sunscreen is a separate AM step and is not included in this five-product core routine.

01AM + PM

CleanDaily Face Wash

AMDay

BrightenVitamin C Serum

HydrateDaily Moisturizer

Then use your sunscreen. Not included.

PMNight

SmoothRetinol Serum

ReplenishNight Face Cream

Start retinol gradually. Final directions held.

Supply-duration boundary: The working package architecture is 100 / 15 / 30 / 15 / 30 mL. We will not call it a “30-day supply” until measured-use testing shows how long each fill actually lasts.

Every product has a job

The formula story, customer line, and proof still needed.

This is the working commercial case for each product—not a formula release. Broad formula foundations are shown without publishing proprietary percentages.

01AM + PM

Clean

Daily Face Wash

100 mL · Working fill

Formula foundation

Current Brickell gel cleanser platform, with the existing hyaluronic-acid add-in architecture as the recommended candidate and a new quiet Acadia scent. Scent-only remains the fast fallback.

Working customer line · HeldWashes away surface oil, sweat, and daily buildup, leaving skin feeling clean and comfortable.

Why it earns its place

It is the shared first step morning and night: an easy, high-frequency action that makes the rest of the system feel ordered.

Evidence still held

Controlled formula identity; exact Acadia scent; HA identity and labeling; bench pH, viscosity, clarity, foam, rinse, and afterfeel; compatibility, stability, preservation/micro, package and line fit; final INCI, directions, and claim support.

02AM

Brighten

Vitamin C Serum

15 mL · Working fill

Formula foundation

The current Vitamin C serum analog points to sodium ascorbyl phosphate and hyaluronic acid. The Acadia direction is an unchanged-formula candidate, but the exact controlled identity, rights, specification, stability, and INCI remain held.

Working customer line · HeldHelps dull-looking skin appear brighter, fresher, and more even.

Why it earns its place

It gives the morning routine a visible-skin goal that is separate from simple moisturization and easy for a non-expert to understand.

Evidence still held

Controlled bulk/formula identity; Vitamin C raw-material identity, supplier specification, and assay; finished formula and INCI; stability, color/odor drift, package protection, measured use, and substantiation for the exact appearance claims.

03AM

Hydrate

Daily Moisturizer

30 mL · Working fill

Formula foundation

Current unscented moisturizer-platform candidate, intended to remain unchanged after Joe confirms the controlled formula, rights, specification, and INCI. Current records do not yet give us a defensible hero-ingredient story, so the honest starting point is straightforward daily hydration.

Working customer line · HeldDaily hydration for skin that looks and feels softer and smoother.

Why it earns its place

It closes the morning system with the most familiar skincare job and keeps the serum from having to carry every benefit.

Evidence still held

Controlled bulk specification and master formula; formula rights; exact INCI and ingredient story; pH, viscosity, preservation, sensory result, package fit, measured use, and support for the final hydration and appearance language.

04PM

Smooth

Retinol Serum

15 mL · Working fill

Formula foundation

The current unscented retinol-serum analog uses a retinol-liposome raw-material input plus hyaluronic acid. That input amount is not the same as a pure-retinol percentage.

Working customer line · HeldHelps improve the appearance of uneven texture, leaving skin looking smoother and more refined.

Why it earns its place

It gives the evening routine a distinct longer-term appearance goal. It is optional at first and should be introduced gradually, not treated as a mandatory nightly step.

Evidence still held

Controlled formula and active identity; retinol assay in the raw material and finished product; stability and light/air protection; exact frequency, directions, warnings, suitability, safety, compatibility, measured use, and claim substantiation.

05PM

Replenish

Night Face Cream

30 mL · Working fill

Formula foundation

Current richer unscented platform candidate, intended to remain unchanged after controlled identity and rights reconciliation. The broad foundation combines humectant and emollient ingredients for a more substantial nighttime finish; “fragrance-free” status remains held.

Working customer line · HeldLeaves skin feeling replenished and looking rested by morning.

Why it earns its place

It gives the night routine an immediate sensory payoff and a visibly different finish from the lighter daytime moisturizer.

Evidence still held

Controlled formula identity, master specification, rights, and exact INCI; sensory result; stability and preservation/micro; compatibility with the PM routine; tube dispense and evacuation; measured use; and support for final replenished/rested language.

What we will not pretend

The discipline is part of the brand.

Acadia can be compelling without making claims the formulas and evidence have not earned.

No miracle-product posture.The system and its clarity are the differentiation.
No “0.3% pure retinol” claim.The current record describes a liposome raw-material input, not verified finished-product retinol strength.
No “30-day supply” yet.That language waits for measured-use data at the proposed fills.
No missing sunscreen implication.Sunscreen is a separate AM step and is not in this core kit.
No unsupported performance language.Avoid acne, collagen, barrier repair, cell turnover, clinical, anti-inflammatory, non-comedogenic, and hypoallergenic claims unless evidence and review later support them.

Joe + Product/Quality release list

Answer these questions, then the copy can become real.

This is a controlled five-platform qualification—not an open-ended formulation project.

01
Resolve the exact controlled formula for all five products.
Confirm the RP/RT relationships, released specifications, current master formulas, rights, and approved INCI decks.
02
Select the cleanser candidate.
Bench HA + new scent against the scent-only control; reject quickly if pH, viscosity, clarity, foam, rinse, afterfeel, preservation, or pumpability materially move.
03
Establish each product's defensible ingredient story.
Verify identity, supplier documents, assay where relevant, and the exact language the finished formula can support—especially Vitamin C and retinol.
04
Qualify the working packages and fills.
Confirm protection, compatibility, dispense, evacuation, line fit, and actual use rate at 100 / 15 / 30 / 15 / 30 mL.
05
Release directions, warnings, and claims together.
Finalize the AM/PM map, gradual-retinol start, safety language, substantiation, label copy, and sunscreen disclosure as one controlled customer experience.

Review the offer Review formula direction