Mistero Milano, a brand developed by APM Group, was systematically expanding its portfolio beyond professional nail styling. One of its strategic growth directions was entering the specialised tattoo aftercare segment, targeting both tattoo enthusiasts and individuals planning to get their first tattoo.
The objective was to create Dr Tattoo-a compact, functional, and easy-to-navigate product range designed to support everyday tattoo aftercare.
The project addressed a clear market need for a simple yet effective aftercare routine that would be convenient for consumers while remaining commercially compelling and easy to communicate.
The key challenge was to develop a compact yet complete product range that combined the specialised requirements of tattoo aftercare with clear, consumer-friendly communication.
The products needed to support the essential stages of an everyday aftercare routine: cleansing, moisturising, and maintaining skin comfort. It was equally important for the range to be intuitive to use-both as individual products and as a complete aftercare set.
APM Group was responsible for the end-to-end development of the Dr Tattoo range-from product concept and portfolio architecture, through formulation coordination, to filling & packaging, quality control, and preparing the products for market launch.
As part of the project, we defined the role of each product within the aftercare routine, developed user-focused product communication, and created a presentation strategy tailored to both e-commerce and retail channels.
The project resulted in the launch of the Dr Tattoo range under the Mistero Milano brand, consisting of three products:
All products were launched in a practical 70 ml format, making them convenient for everyday use while supporting sales of both individual products and the complete aftercare set.
Dr Tattoo expanded the Mistero Milano portfolio into a new, specialised skincare segment. The project enabled the brand to move beyond professional nail styling and introduce products tailored to a clearly defined audience: consumers with existing tattoos and those planning to get one.
This case study demonstrates how APM Group turns a specific market need into a ready-to-market product offer-from concept development and portfolio architecture, through formulation coordination, to filling & packaging, quality control, and launch preparation.
Dr Tattoo also highlights APM Group’s ability to develop compact, specialised cosmetic ranges that respond to current consumer trends while remaining commercially viable and ready for efficient market launch.
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