How I made skincare personal, for everyone

I led the in-house agency at this pioneering DTC, scale-up brand, and helped it become the global leader in personalised skincare.

Role: Strategic Creative Director

Brand positioning & Identity, Brand campaigns, Paid & Organic Social, Content design, CRM, Design Vision

The skincare category is jam-packed with jars and jargon – every brand is claiming miracles.

Dermatica not only had to stand out in the crowd, but prove its science is truly a cut above the rest. That called for a 360° approach.

Integrated Creative Strategy

Distinctive positioning

Stood out by crafting category-challenging brand communication.

Targeted adverts

Drove the message home with a variety of hyper customised social ads.

Social proof

Earned credibility by showcasing real skin stories, in many unique ways.

On-brand experience

Boosted conversion and retention with a revamped customer journey.

Expert content

Built trust by helping people navigate the hypes and pseudo-science.

Refreshed brand

Wrote the new tone of voice and partnered with an agency on a new identity.

The brand had many solid proof points – it’s personalised, prescription-grade and expert-led. But, it needed one unifying hook to turn the rigour into a resonant truth.

Something both the brand and customers can own, live and use to share their story.

The Dermatica Difference

‘Difference’ became not only an expression, but inspiration for how the brand talked, looked and felt.

I created campaigns that cut through the soft sameness of the category. They boldly homogenised all other skincare as ‘ordinary’ to put Dermatica in a league of its own.

To persuade I got personal (just like the skincare)

Created high volumes of performance marketing ads targeting different audiences, concerns and pain points to make the solutions relatable. All backed by nuanced insights from research, first-party data and A/B testing.

Influenced with radical authenticity

Partnered with influencers to share the powerful difference Dermatica made to their skin and beyond – elevating the brand’s role plays in people’s lives.

Personalised every step to convert and retain

Established the brand as a skin journey partner with a completely new lifecycle marketing flow and personalised messaging. I also launched a monthly newsletter.

Created multiple landing page variations based on different concerns, and continuously optimised them to maximise conversions.

Helped people understand their unique skin

Built trust with expert and evidence backed content for blogs and social, by working closely with the clinical team and researchers. While also building a bank of high quality visual assets to support it.

I also planned and launched personalised dashboards for every skin journey.

Subscription grew by 900% in a year
NPS score increased by over 20 points
CRM engagement rate rose to 55–65%
Conversion rate rose by over 50%

Kicked off a new brand identity

I spearheaded the rebranding journey that included new logo, fonts, colours, and the device of a puzzle piece that conceptually and visually tied all the assets together.