The skincare market is flooded with water-based products that infuse skin with hydration. Instead of masking the anhydrous nature of Elizabeth Arden Ceramide Capsules, I leveraged the absence of water as the naming strategy for Zero H₂O Technology™ to emphasize how each capsule contains the undiluted, highest concentration of active ingredients. Given the global reach of the brand, the name was implemented without translation across all markets and was especially well received by China, where consumers avidly research skincare technology stories. The ceramide capsule range includes numerous formulas, however, the technology of the capsule is shared across the entire franchise, allowing efficient delivery of active ingredients into skin’s surface layer.