Dermal Therapy’s ‘IT WORKS 2.0’ Campaign: A Bold Expansion in Skincare Marketing

Table of Contents

  1. Key Highlights:
  2. Introduction
  3. The Rise of Authenticity in Skincare Marketing
  4. The 2025 Campaign Launch: Bigger and Bolder
  5. Influencer Strategy: A Blend of Familiarity and Fresh Perspectives
  6. The Importance of Strategic Media Placement
  7. Engaging Consumers Through Social Media
  8. The Implications for the Skincare Market
  9. The Future of Dermal Therapy and Its Campaigns
  10. FAQ

Key Highlights:

  • Dermal Therapy is launching its ‘IT WORKS 2.0’ campaign in 2025, expanding its out-of-home (OOH) advertising to over 550 locations across Australia.
  • The campaign features both returning influencers and new faces, aiming to amplify the brand's message of effectiveness in therapeutic skincare.
  • The strategy includes high-impact placements in high-traffic areas, leveraging insights from consumer behavior to enhance visibility and engagement.

Introduction

In the increasingly competitive world of skincare, the demand for effective products reigns supreme. Dermal Therapy, a brand that emphasizes therapeutic solutions for skin concerns, has recognized this trend and is poised to make a significant impact with its upcoming campaign, ‘IT WORKS 2.0’. Following the success of its inaugural campaign in 2024, Dermal Therapy is doubling down on its commitment to authenticity and consumer engagement by collaborating with a diverse group of influencers. This article delves into the strategic planning behind the campaign, the influencers involved, and the implications for the skincare market as a whole.

The Rise of Authenticity in Skincare Marketing

The skincare industry has evolved dramatically over the past few years, driven by a consumer base that increasingly values authenticity and effectiveness. Recent studies indicate that consumers are more likely to engage with brands that feature real users and relatable personalities rather than traditional advertising models. Dermal Therapy's initial 'IT WORKS' campaign tapped into this sentiment, showcasing genuine testimonials from loyal users and influencers. This approach not only resonated with audiences but also set a benchmark for how brands communicate their value propositions.

Steven Sher, the founder of Dermal Therapy and Lacorium Health, articulated the campaign's foundation: “People want one thing above all else – a product that works.” This insight underscores the importance of aligning marketing strategies with consumer expectations, a lesson that brands across various sectors must heed.

The 2025 Campaign Launch: Bigger and Bolder

In 2025, Dermal Therapy aims to amplify its message through ‘IT WORKS 2.0’, a campaign that expands its OOH advertising to over 550 high-impact locations across Australia. The initiative includes traditional billboard placements, bus wraps, tram takeovers, and strategic advertising along major highways and high streets. This extensive reach is designed to ensure that Dermal Therapy remains top-of-mind for consumers, especially in urban areas where skincare products are often purchased impulsively.

Josh Raskin Gottlieb, the media and operations director at Strat, highlighted the importance of geographic expansion and impactful placements: "After seeing the incredible response in 2024, we knew the next step was to go even bigger." By targeting high-traffic areas, the campaign aims not only to increase visibility but also to foster a deeper connection with potential customers.

Influencer Strategy: A Blend of Familiarity and Fresh Perspectives

Central to the success of ‘IT WORKS 2.0’ is its carefully curated roster of influencers. Returning from the previous campaign are three key figures: Roj Torabi, Liz Claire, and Alex Davidson. Each of these influencers brings unique insights and authenticity to the Dermal Therapy brand, having already established trust with their audiences.

  • Roj Torabi (@theroject) – As a lawyer turned skin-fluencer, Torabi combines her professional background with a passion for skincare, offering insightful commentary and humor that resonates with her followers.
  • Liz Claire (@prettyprogress23) – Claire's focus on acne and skin positivity makes her a relatable figure for many consumers navigating similar skincare challenges. Her unfiltered approach to beauty encourages openness and honesty in the skincare conversation.
  • Alex Davidson (@_alexdavidson) – Davidson offers a blend of fashion and beauty, showcasing her favorite products while providing daily glimpses into her life, thus making her recommendations feel relatable and trustworthy.

These returning influencers are joined by four new voices, each bringing their unique perspectives and demographics into the fold.

  • Matty J (@matthewdavidjohnson) – Known for his roles as a podcast host and reality TV personality, Matty J adds a charismatic presence to the campaign, appealing to a broader audience.
  • Tammy Hembrow – A fitness entrepreneur and founder of multiple brands, Hembrow's influence in the fitness and wellness space makes her a natural fit for a skincare campaign aimed at health-conscious consumers.
  • Liv Rahme (@livrah) – Rahme is redefining fashion for curves, and her focus on inclusivity aligns well with Dermal Therapy's commitment to diversity in beauty.
  • Yasmina Elmerkaoui (@mrs.yasmina) – A digital creator renowned for her luxe aesthetic and beauty expertise, Elmerkaoui adds a touch of sophistication to the campaign.

The combination of returning and new influencers aims to create a dynamic and engaging narrative around Dermal Therapy, inviting both familiar and new audiences to explore the brand's offerings.

The Importance of Strategic Media Placement

Effective marketing is as much about where a message is delivered as it is about the message itself. Dermal Therapy's partnership with Strat emphasizes a media strategy that prioritizes precision placement and elevated visibility. By selecting high-traffic locations and creative ad formats, the campaign seeks to engage consumers in environments where they are most receptive to purchasing skincare products.

The strategic placement of advertisements, whether on billboards or public transit, can significantly influence consumer behavior. Research indicates that consumers are more likely to recall brands that they see frequently in their daily lives, reinforcing the importance of visibility in the purchasing decision process. Dermal Therapy's commitment to high-impact placements illustrates a savvy understanding of these dynamics.

Engaging Consumers Through Social Media

In addition to its extensive OOH campaign, Dermal Therapy will leverage social media platforms to reach consumers where they spend a significant amount of their time. The integration of influencer content across social media channels allows for real-time engagement and interaction, fostering a sense of community around the brand.

Influencers will share their personal experiences with Dermal Therapy products, create tutorials, and engage in discussions about skincare challenges, effectively bridging the gap between traditional advertising and interactive consumer engagement. This multifaceted approach ensures that the campaign resonates across diverse touchpoints, maximizing its impact.

The Implications for the Skincare Market

Dermal Therapy's ‘IT WORKS 2.0’ campaign serves as a case study for the evolving landscape of skincare marketing. As consumers become more discerning, brands must adapt their strategies to meet the demand for authenticity, effectiveness, and engagement. The success of this campaign could inspire other companies to rethink their marketing approaches, emphasizing genuine connections with consumers rather than relying solely on conventional advertising methods.

Moreover, as influencers continue to play a pivotal role in shaping consumer perceptions, brands must carefully select representatives who align with their values and resonate with their target demographics. The diverse lineup of influencers in the ‘IT WORKS 2.0’ campaign reflects a growing trend toward inclusivity and relatability in marketing.

The Future of Dermal Therapy and Its Campaigns

Looking ahead, Dermal Therapy appears well-positioned to capitalize on the momentum generated by the ‘IT WORKS 2.0’ campaign. By continuously engaging with consumers through innovative marketing strategies and authentic storytelling, the brand can foster long-term loyalty and trust.

As the skincare market continues to evolve, Dermal Therapy's commitment to understanding consumer needs and preferences will be crucial in navigating the challenges and opportunities that lie ahead. The brand's ability to adapt and innovate will not only sustain its relevance in a crowded market but also solidify its position as a leader in therapeutic skincare.

FAQ

What is the ‘IT WORKS 2.0’ campaign? The ‘IT WORKS 2.0’ campaign is Dermal Therapy's 2025 marketing initiative that expands its out-of-home advertising to over 550 locations across Australia, featuring a mix of returning and new influencers to promote the effectiveness of its skincare products.

Who are the influencers involved in the campaign? The campaign features a blend of returning influencers like Roj Torabi, Liz Claire, and Alex Davidson, along with new faces such as Matty J, Tammy Hembrow, Liv Rahme, and Yasmina Elmerkaoui.

How does the campaign plan to engage consumers? Dermal Therapy plans to engage consumers through strategic placements in high-traffic areas, social media interactions, and authentic influencer endorsements that resonate with audiences on multiple levels.

Why is authenticity important in skincare marketing? Authenticity builds trust and relatability, which are crucial for consumers seeking effective skincare solutions. Brands that showcase real users and genuine testimonials are more likely to resonate with their target audience.

What impact could this campaign have on the skincare industry? The success of the ‘IT WORKS 2.0’ campaign could inspire other skincare brands to adopt similar strategies, emphasizing authenticity, influencer partnerships, and strategic media placements to connect with consumers.