Nothing Routine

Skincare leader DermapenWorld™, ​​headquartered in Australia, and creative and media agency of record, Cutwater, with offices in San Francisco and New York City, have teamed together to launch an all-new brand platform and global, integrated campaign.

With microneedling treatments valued at over $540 million and overall aesthetic procedures experiencing a 14% increase, more and more audiences are following an investigative approach toward their particular skincare needs. A new generation has emerged: skintellectuals, those who are knowledgeable about the ingredients, benefits, and science of skincare products. They’re on the hunt for optimal, proven, and precise results – the informed, savvy consumers researching the latest and greatest for every stage of the process.

Recognizing this growing mindset, DermapenWorld collaborated with Cutwater to help further bring to life its ongoing mission of maintaining, enhancing, and accelerating radiant, healthy complexions. The brand platform, entitled “Nothing Routine”, reinforces DermapenWorld’s signature Synergy of Solutions™, a holistic system that combines in-clinic treatments with at-home care. The creative embraces stop motion-style videos and a sleek photography library to highlight the brand’s trusted, diverse product portfolio. The lineup includes the most recent innovation, Dermapen HOME™, the multi-award-winning Dermapen™, which is currently on its fourth generation (Dermapen 4™), as well as Dp Dermaceuticals™, a unique range of skincare items designed to complement Dermapen Treatments™.

The effort will have global presence and reach, starting with international heavyweights – the United Kingdom, Australia, and Germany – and rolling out to additional markets. The assets will also be translated and localized to multiple languages.

The media strategy boasts a robust buy throughout OLV, social, display, and print platforms. The content will be supported by a website refresh, influencer partnerships, along with email marketing initiatives. According to Cutwater Head of Media and Communications Lizzy Ryan, “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.”

The pieces were shot by prolific fashion, beauty, and movement photographer Sarah Silver of Ray Brown Productions in New York City.