Dermatica
Skincare that packs a punch
I helped this pioneering DTC brand become the global leader in personalised skincare by leading a distinct omni-channel brand story.
Role: Head of Creative
Brand positioning, TOV & Identity, Advertising, Social, Content, CRM, Design vision
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Grew subscription by 900% in a year and a half
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Increased NPS score by over 20 points
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Achieved CRM engagement rate of 55–70%
Integrated creative strategy
Distinctive positioning
Crafted a category-challenging brand platform.
Targeted messaging
Produced a high volume of hyper customised social ads.
Social proof
Set up a process to regularly collect and showcase customer stories.
On-brand experience
Revamped all brand interactions from acquisition to retention.
Expert content
Made the brand a trustworthy source of skincare knowledge.
Refreshed branding
Spearheaded a visual identity and TOV overhaul, with an external agency.
Rise against the ‘ordinary’
To establish Dermatica’s elevated offering the brand boldly homogenised the category as ‘ordinary’ skincare (which also happened to be the name of the Goliath competitor brand).
All the assets were produced with modest budgets that I solely managed.
From awareness to conversion
The campaign was amplified by targeted paid social campaigns – continuously producing large volumes of performance marketing ads, based on first party data and insights.
Beautiful authenticity
With a mix of engaging, socially native testimonials and honest, hard-hitting stories from influencers.
Consistent customer journey with 50% higher CVR
Enhanced the performance of all channels with a test-and-learn approach, including bespoke landing pages and lifecycle CRM.
Reimagining the visual identity
I kickstarted the rebranding journey that included new logo, fonts, colours, and the visual device of a puzzle piece that conceptually and visually tied all the assets together.
