DermapenWorld Reveals 'Nothing Routine' Creative Campaign

Cutwater DermapenWorld 'Nothing Routine' creative campaign
DermapenWorld collaborated with creative media agency Cutwater on the "Nothing Routine" creative campaign.
Photo courtesy of DermapenWorld

DermapenWorld, ​​headquartered in Australia, and Cutwater, a creative and media agency with offices in San Francisco and New York City, have collaborated on an all-new brand platform and global, integrated campaign called "Nothing Routine." The platform reinforces DermapenWorld’s signature Synergy of Solutions, a holistic system that combines in-clinic treatments with at-home care.

The effort will have a 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 and email marketing initiatives.

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DermapenWorld collaborated with Cutwater to help further bring to life its ongoing mission of maintaining, enhancing and accelerating radiant, healthy complexions. The creative campaign embraces stop motion-style videos and a sleek photography library highlighting the brand’s diverse product portfolio.

DermapenWorld's product lineup includes its most recent innovation, Dermapen HOME, the multi-award-winning Dermapen, which is currently on its fourth generation, and Dp Dermaceuticals, a unique range of skin care items designed to complement Dermapen Treatments. The campaign is DermapenWorld's first major creative endeavor since appointing Cutwater the creative and media agency of record.

“Quality and consistency get the results. Your routine has to be more than just a routine”, said Cutwater founder and CCO Chuck McBride. “Once we settled there, we found a way to visually tell that story. Creating a new daily skincare regimen that can make a big difference, and there’s nothing routine about it.”

DermapenWorld’s global marketing director, Christian Pattman, said, “We positioned DermapenWorld as a best-in-class, consumer-facing skincare brand whose products make your skincare routine feel nothing average, nothing expected, nothing routine. Our Synergy of Solutions is a seamless, science-backed offering that bridges the gap between in-clinic visits and at-home care. Skintellectuals understand that these go hand in hand. We selected Cutwater as our agency of record to craft educational, entertaining narratives around these best practices. We’re excited to begin taking the leadership mantle with our distinctive, ownable campaign work.”

Cutwater's head of media and communications Lizzy Ryan said, “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.”

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