Dermatica
Skincare that packs a punch
I helped this pioneering DTC brand become the global leader in personalised skincare by leading a distinct omni-channel brand story.
Role: Strategic Creative Director
Brand positioning, TOV & Identity, Advertising, Social, Content, CRM, Design vision
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Grew subscription by 900% in a year and a half
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Increased NPS score by over 20 points
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Achieved CRM engagement rate of 55–70%
Integrated creative strategy
Distinctive positioning
Crafted a category-challenging brand platform.
Targeted messaging
Produced a high volume of hyper customised social ads.
Social proof
Set up a process to regularly collect and showcase customer stories.
On-brand experience
Revamped all brand interactions from acquisition to retention.
Expert content
Made the brand a trustworthy source of skincare knowledge.
Refreshed branding
Spearheaded a brand identity overhaul, with an external agency.
Rise against the ‘ordinary’
To establish Dermatica’s efficacy, I created a campaign that boldly homogenised the category as ‘ordinary’ skincare (which also happened to be the name of the Goliath competitor brand).
All the assets were produced with modest budgets that I solely managed.
From awareness to conversion
The campaign was amplified by targeted paid social campaigns – producing large volumes regularly with a data-led approach to drive growth marketing.
Beautiful authenticity
With a mix of engaging, socially native testimonials and honest, hard-hitting stories from influencers.
Consistent customer journey with 50% higher CVR
Enhanced the performance of all channels with a test-and-learn approach, including bespoke landing pages and lifecycle CRM.
Reimagining the visual identity
I kickstarted the rebranding journey that included new logo, fonts, colours, and the visual device of a puzzle piece that conceptually and visually tied all the assets together.
