Campaign SpotlightPress Release

DermapenWorld and Cutwater redefine skincare norms with ‘Nothing Routine’

MELBOURNE, AUSTRALIA — Skincare brand DermapenWorld and creative and media agency of record, Cutwater, have teamed together to launch an all-new brand platform and global, integrated campaign.


With microneedling treatments valued at over $540 million and overall aesthetic procedures experiencing a 14% increase, more and more audiences are following an investigative approach toward their particular skincare needs. A new generation has emerged: skintellectuals, those who are knowledgeable about the ingredients, benefits, and science of skincare products. They’re on the hunt for optimal, proven, and precise results – the informed, savvy consumers researching the latest and greatest for every stage of the process.

Education | Aging

Recognizing this growing mindset, DermapenWorld collaborated with Cutwater to help further bring to life its ongoing mission of maintaining, enhancing, and accelerating radiant, healthy complexions. The brand platform, entitled “Nothing Routine,” reinforces DermapenWorld’s 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 sleek photography library to highlight the brand’s trusted, diverse product portfolio. The lineup includes the most recent innovation, Dermapen HOME, the multi-award-winning Dermapen, which is currently on its fourth generation (Dermapen 4™), as well as Dp Dermaceuticals, a unique range of skincare items designed to complement Dermapen Treatments.

Education | Acne

The work marks the first significant push since DermapenWorld appointed Cutwater the creative and media agency of record title. The business was won after a comprehensive review. “Quality and consistency get the results. Your routine has to be more than just a routine,” explained 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.”

Education | Pigmentation

DermapenWorld Global Marketing Director Christian Pattman added, “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.”

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, along with email marketing initiatives.

According to Cutwater Head of Media and Communications Lizzy Ryan, “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.”

The pieces were shot by prolific fashion, beauty, and movement photographer Sarah Silver of Ray Brown Productions in New York City.

Client: DermapenWorld
CEO: Stene Marshall
Cosmeceutical Director: Corri Matthews
Marketing Director: Christian Pattman
Growth Marketing Manager: Marianna Aureliano

Agency: Cutwater
Founder & Chief Creative Officer: Chuck McBride
Principal & President: Christian Hughes
Creative Director: Amy Su
Senior Art Director: Alexandra Ebright
Senior Copywriter: Taylor Smith
Executive Producer: Brooke Hopkins
Strategist: Uma Mantravadi
Social Media Marketing Manager: Ashley Feminella
Head of Media & Communications: Lizzy Ryan
Senior Media Supervisor: Holly McKinzie
Group Account Director: Courtney Griffin
Group Account Director: Matt Allen
Account Director: Grace Fiset
Project Manager: Ana Elejalde
Production / Photography: Ray Brown Productions
Photographer / Director: Sarah Silver
Still Life Photographer: Jeff Cate
GIF Editor: Becky Leung
Video Editor: Barney Miller (at Roam Editorial)
Executive Producer: Erica Tashiro Gosnell
Line Producer: Kerry Girvin
Production Manager: Jessica Thiel
1st AD: Dani Parker

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