DermapenWorld, an Australian-based skincare brand, in collaboration with Cutwater, its creative and media agency, has unveiled a fresh brand platform alongside a global, integrated campaign. As per the campaign findings, the microneedling treatments, valued at over $540 million, and the general surge of 14% in aesthetic procedures, signify a growing trend among audiences. There’s a rising inclination towards a investigative method regarding individual skincare needs. This new breed, termed as “skintellectuals,” comprises individuals well-versed in skincare ingredients, their benefits, and the scientific aspects of skincare products. These informed and discerning consumers seek proven, precise results, diligently researching the most advanced solutions for each stage of their skincare regimen
Under the brand platform, entitled “Nothing Routine”, the brand aims to reinforce its 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 photography library to highlight the brand’s product portfolio.
“Quality and consistency get the results. Your routine has to be more than just a routine, 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.” explains Cutwater Founder and CCO Chuck McBride.
The pieces were shot by fashion, beauty, and movement photographer Sarah Silver of Ray Brown Productions in New York City.