In the ever-evolving landscape of skincare, DermapenWorld™, a leading figure in the industry headquartered in Australia, has joined forces with the creative and media powerhouse, Cutwater, with offices in San Francisco and New York City. Together, they unveil a groundbreaking brand platform and a global integrated campaign that sets a new standard for informed skincare.
As microneedling treatments surpass the $540 million mark and aesthetic procedures see a 14% surge, a discerning group is emerging – the skintellectuals. These are individuals informed about skincare ingredients, benefits, and the science behind products. Their quest is for optimal, proven, and precise results, making them the savvy consumers meticulously researching the latest innovations for every step of their skincare journey.
In response to this growing demand for knowledge-driven skincare, DermapenWorld collaborated with Cutwater to introduce the “Nothing Routine” brand platform. This platform solidifies DermapenWorld’s commitment to its Synergy of Solutions™, a holistic system seamlessly integrating in-clinic treatments with at-home care. The creative strategy employs stop-motion videos and a sophisticated photography library to showcase the diverse product portfolio, including the groundbreaking Dermapen HOME™ and the award-winning Dermapen 4™, along with Dp Dermaceuticals™ designed to complement Dermapen Treatments™.
The campaign’s global reach commences in key markets such as the United Kingdom, Australia, and Germany, with plans for expansion to additional markets. To ensure widespread visibility, the media strategy encompasses a robust presence across OLV, social media, display, and print platforms. This content surge is complemented by a refreshed website, influencer partnerships, and targeted email marketing initiatives. Lizzy Ryan, Head of Media and Communications at Cutwater, explains, “We targeted skintellectuals and clinic professionals, emphasizing effective solutions for specific skin issues. The creative is purposefully versatile across mediums, spanning from awareness to advocacy, and we’re eager to gauge its performance in various global markets, especially the influencer program and international language materials.”
Photographed by the accomplished Sarah Silver of Ray Brown Productions in New York City, the campaign titled ‘Nothing Routine’ is more than a mere marketing endeavor. Launched in the United States in December 2023, it epitomizes the synergy between DermapenWorld and Cutwater in crafting an Integrated medium campaign that transcends the traditional boundaries of the Beauty industry. With four impactful media assets, the campaign introduces a paradigm shift in how we approach skincare – making informed choices, embracing diversity, and achieving radiant results. Elevate your skincare routine with DermapenWorld and break free from the ordinary. Nothing Routine, everything extraordinary.