• by Fern Siegel , December 22, 2023

Skincare company Dermapenworld has launched a new brand platform and global campaign.

Cutwater, its AOR, has created a cross-platform campaign that first runs in the United Kingdom, Australia and Germany in online video, social, display and print. The work is also supported by a site refresh, influencer partnerships and email blasts. It rolls out to additional markets in future in multiple languages.

The brand platform, entitled “Nothing Routine,” showcases DermapenWorld’s signature Synergy of Solutions program, which combines in-clinic treatment with at-home care. The campaign highlights the brand’s product portfolio.

Four different spots, “Syngery,” “Education: Aging,” “Education: Acne” and “Education: Pigmentation” illustrate issues and options.

The campaign targets a subgroup known as “skintellectuals,” people educated about the ingredients, benefits and science of skincare products.

Cutwater media head Lizzy Ryan explain the creative “is purposefully built to be versatile across mediums, and our full-funnel plan spans from driving awareness to advocacy.”

The global global microneedling market was valued at $549 million in 2022, according to a report released by Brainy Insights.

Christian Pattman, DermapenWorld’s global marketing director, 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. Skintellectuals understand that these go hand in hand.”

Cutwater has offices in San Francisco and New York. Its client work includes Pogo, Russell Stover and Peet's Coffee.