Skincare leader DermapenWorld, headquartered in Australia, and creative agency Cutwater are introducing a groundbreaking brand platform and global campaign.
Focused on the burgeoning microneedling market, the campaign caters to a new generation of skincare enthusiasts—skintellectuals—who demand unparalleled efficacy in their beauty routines.
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As microneedling treatments surpass $540 million in value, and aesthetic procedures see a 14% surge, DermapenWorld and Cutwater recognized a shift in consumer behavior. Skintellectuals are individuals well-versed in skincare ingredients, benefits, and scientific nuances, seeking optimal, proven, and precise results. This discerning audience approaches skincare with an investigative mindset, researching the latest advancements at every stage of their beauty regimen.
The brand platform, titled “Nothing Routine,” reinforces DermapenWorld’s commitment to maintaining, enhancing, and accelerating radiant, healthy complexions. Anchored by the signature “Synergy of Solutions,” the holistic system seamlessly integrates in-clinic treatments with at-home care.
This initiative marks the first major push since Cutwater assumed the role of creative and media agency of record for DermapenWorld. The collaboration solidified after a comprehensive review, aims to convey the brand’s message that skincare routines should transcend the ordinary.
The campaign utilizes stop-motion-style videos and a sleek photography library to showcase DermapenWorld’s diverse product portfolio, including the groundbreaking Dermapen HOME, the award-winning Dermapen (now in its fourth generation, Dermapen 4™), and Dp Dermaceuticals™—a unique range designed to complement Dermapen Treatments. Watch below:
REELated:
Chuck McBride, Founder, and CCO of Cutwater, emphasizes the importance of quality and consistency, stating, “Your routine has to be more than just a routine.” He adds, “Creating a new daily skincare regimen can make a big difference, and there’s nothing routine about it.”
Christian Pattman, DermapenWorld’s Global Marketing Director, positions the brand as a best-in-class skincare entity catering to informed consumers. He explains, “Our Synergy of Solutions is a seamless, science-backed offering that bridges the gap between in-clinic visits and at-home care.” Pattman expresses excitement about taking the leadership mantle with this distinctive campaign, crafted by Cutwater to educate and entertain audiences about skincare best practices.
The global campaign will roll out initially in key markets, including the United Kingdom, Australia, and Germany, with expansion plans. The content will be translated and localized to multiple languages, ensuring a broad international reach. The media strategy encompasses online video, social media, display advertising, and print platforms.
DermapenWorld will undergo a website refresh to complement the campaign, engage in influencer partnerships, and implement targeted email marketing initiatives. Lizzy Ryan, Head of Media and Communications at Cutwater, underscores the versatile nature of the creative content, designed to resonate across various mediums.
“We targeted skintellectuals and clinic professionals with messaging emphasizing effective solutions for specific skin issues. The creative is purposefully built to be versatile across mediums, and our full-funnel plan spans from driving awareness to advocacy. We’re most interested in seeing how the performances will vary per global market, especially the influencer program and international language materials.”
Shot by popular fashion, beauty, and movement photographer Sarah Silver of Ray Brown Productions in New York City, the campaign encapsulates the essence of DermapenWorld’s commitment to revolutionizing skincare for the “Skintellectuals” of the world.
CREDITS:
BRAND: DermapenWorld
- CEO: Stene Marshall
- Cosmeceutical Director: Corri Matthews
- Marketing Director: Christian Pattman
- Growth Marketing Manager: Marianna Aureliano
AGENCY: Cutwater
- Founder & Chief Creative Officer: Chuck McBride
- Principal & President: Christian Hughes
- Creative Director: Amy Su
- Senior Art Director: Alexandra Ebright
- Senior Copywriter: Taylor Smith
- Executive Producer: Brooke Hopkins
- Strategist: Uma Mantravadi
- Social Media Marketing Manager: Ashley Feminella
- Head of Media & Communications: Lizzy Ryan
- Senior Media Supervisor: Holly McKinzie
- Group Account Director: Courtney Griffin
- Group Account Director: Matt Allen
- Account Director: Grace Fiset
- Project Manager: Ana Elejalde
PRODUCTION/PHOTOGRAPHY: Ray Brown Productions
- Photographer / Director: Sarah Silver
- Still Life Photographer: Jeff Cate
- GIF Editor: Becky Leung
EDIT: Roam Editorial
- Editor: Barney Miller
- Executive Producer: Erica Tashiro Gosnell
- Line Producer: Kerry Girvin
- Production Manager: Jessica Thiel
- 1st AD: Dani Parker
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